Brief:
Russian Standard is a great vodka, smooth enough to be drunk neat and Russia’s number one premium vodka. They are on a mission to bring this great vodka to the world and have the ambition to expand to become the world’s number one premium vodka. In order to achieve this objective Russian Standard needed to develop a compelling brand platform for the global consumer and bring this platform to life with an integrated campaign.
Solution:
Consumers seek substance and style from the brands they support. Authenticity and quality are particularly motivating. Russia is the spiritual home of vodka and Russian Standard embodies the true spirit of Russian vodka.
The campaign launches a new global theme - Vodka As it Should Be. In contrast to the approach taken by others who concentrate on style over substance, the campaign highlights the authentic and superior quality of a vodka created by adherence to traditional and rigorous imperial Russian vodka standards. The campaign aims to disrupt the category, by casting doubts on the quality & authenticity of more familiar vodka brands.
Results:
My Agency and Russian Standard are currently rolling out the campaign globally. At a time when the growth in the vodka category has slowed to the point where sales are flat, Russian Standard’s sales have grown by 34%.
In the UK Russian Standard now outsells Absolut and is number two behind Smirnoff. In duty free, Russian Standard is now the number three best selling Vodka.
Global TV campaign launch commercial 60'
Global print & poster advertising campaign
Russian Standard Gold is the kind of premium vodka traditionally given as a gift by Russians.
Russian Standard Platinum is a super premium vodka aimed primarily at mixologists.
Global TV campaign launch commercial 60' male version
