RSV

Russian Standard Vodka | Promotional Marketing | Brand Marketing Agency

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.

As a new brand in the UK market, Russian Standard Vodka’s launch needed to create noise. They enlisted the help of our brand marketing agency to create a consumer focused campaign, ready to disrupt the market place.

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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.

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The Impact

40,000

Consumer trials

1million

Consumer contacts

10%

Sales Conversion

3rd

largest vodka brand in UK
    testimonials

  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

    • testimonials

  • “i2i have been a fantastic agency to work with and have a created phenomenal experience for iso-active. I am sure the consumers reaction matched ours.”

    Iso Active, Brand Manager

    • testimonials

  • “i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”

    Paula, Brand Manager

    • testimonials

  • “From the outset, i2i understood what the brand needed to achieve, their professionalism and passion ensured that consumers were delivered the best possible MAOAM experience.”

    MAOAM, Brand Manager

    • testimonials

  • “i2i worked brilliantly and seamlessly with us to develop a campaign that simply delivered outstanding results. Truly remarkable given that we were two years behind other Olympics sponsors in our planning. Success despite the perfect storm – truly incredible!”

    General Mills, Olympic Project Director

    • testimonials

  • The Coeur de Cognac stand took everyone’s breath away. I have had emails from clients and visitors commenting on this. Coeur de Cognac was most certainly the talk of the event.

    Foodies Festival, Project Manager

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