Dolce: 1  2  3 siegel+gale  
Launching a sub-brand to extend offereing Romtelecom, Romania's semi-state-owned fixed-line telecom operator, decided in 2006 to launch a satellite TV offereing in the Romanian marketplace as a tool to enhance customer retention and move towards a future quad-play offering. With deadlines that allowed roughly half the time it usually takes to launch such a service, we needed to move fast. We positioned the sub-brand as an 'indulgent' service bringing greater variety of content and functionality to TV viewers, and named it Dolce — a Latin-based international name that could appeal to Romanian speakers and reflect a 'spoil yourself' attitude.