This hugely successful global campaign was conceived as an integrated 'Pepsi Challenge' for vodka. In contrast to other brands, who concentrate on style over substance, 'Vodka as it should be' highlights the authentic and superior quality of vodka created by adherence to traditional and rigorous imperial Russian vodka standards. The campaign has run in 27 markets around the globe and grown Russian Standard’s sales by 34%, making Russian Standard the fastest growing vodka brand in the top 30 global vodkas by volume. In the UK off trade Russian Standard is +45%, outselling Absolut and is number two behind Smirnoff. In duty free, Russian Standard is now the number three best-selling Vodka.
"My Agency have been crucial to the growth of delivering both exceptional brand positioning work and creative execution. Their 'Vodka As It Should Be' advertising campaign is now a proven equity and sales driver in 20+ key markets globally. Nick and Luke lead their team from the front and have showed strategic consistency, resilience and determination at every stage. And of course they are also great fun to work with!"
Russian Standard Vodka