"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.