Objective: To use this Olympic sponsorship opportunity to consolidate all of Uni-President’s noodle brands and to increase its brand value as a whole. Rather than simply announcing its official partnership with the Olympics, as everyone else did, we took a very different approach—an Olympic Charity program. The system is simple: with every pack of noodles sold, Uni- President will donate one Chinese cent to the charity foundation. The target is to raise RMB 13 million through arousing 1.3 billion Chinese people’s loving hearts. Through expressing the dreams of these kids towards the Olympics, people can clearly see these kids’ today and tomorrow.