RSV

Russian Standard Vodka | Promotional Marketing

Russian Standard Vodka’s UK launch

Type: Promotional Marketing Client: Russian Standard Vodka
The Challenge

Become the brand of choice

The vodka market is competitive and dominated by one major player. RSV needed to be a real challenger brand to create an impact in the UK.

The vodka market is competitive and dominated by one major player. Russian Standard Vodka’s UK launch needed to create noise and cut through to become the consumers brand of choice.

RSV
The Idea

Integrated through-the-line programme

"Meet the Russian Standard" campaign brought to life on-pack, on-trade and off-trade

Research suggested that young adults were looking for drinks that are authentic and add to their night out. Authenticity creates cool.

We developed a through the line programme centred on a competition to “Meet the Russian Standard.” This offered 150 x 24 hour VIP trips to Moscow to be won.

ON-TRADE: Glamorous sampling staff dressed as Cossack dancers travelled the country in an eye-catching branded vehicle. Consumers received a free RSV cocktail sample, merchandise and an augmented reality card and code for online competition entry.

OFF-TRADE: 250,000 bottle collars communicated the promotion on-pack, alongside a comprehensive sampling tour at top end grocers. An RSV mini bar was installed for tactical sampling in Selfridges & Harrods Department stores.

RSV
RSV
RSV
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The Impact

40,000

Consumer trials

1million

Consumer contacts

10%

Sales Conversion

3rd

largest vodka brand in UK

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