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July 29, 2009

Vodka brand's summer assault

A major integrated marketing campaign aimed at 18 to 34-year-old “discerning achievers” in the UK has been launched by Russian Standard Vodka, from First Drinks.

The vodka brand has hired integrated agency i2i Marketing to run the campaign, with the brief to increase brand loyalty, recruit new drinkers, drive sales and create a brand ‘buzz’ in both the on and off-trade channels. To do this, the agency has created an activity challenging consumers to ‘Meet the Russian Standard’.

Russian Standard Vodka was initially launched into the UK in 2007.  The brand is targeted at 18-34 year old ‘discerning achievers’.  With its authentic Russian heritage, and premium, modern image, Russian Standard Vodka positions itself as a credible challenger brand to Smirnoff in the UK.
At the heart of the campaign is a competition offering 90 consumers the chance to win a trip to “Discover modern Russia”, with a luxury two-day stay in Moscow.
The campaign is being promoted across a range of media channels throughout July and August. In the on-trade, 40 experiential sampling events are being held over the two-month period, featuring a branded vehicle, cossack dancers, in-bar hypertag bluetooth messaging and the chance to win an iPod Touch in each bar. 

In the off-trade, a neck collar on-pack promotion is run across 250,000 bottles, supported by live sampling in Sainsbury’s and at bespoke Selfridges evenings.

The campaign is also being supported by a dedicated microsite at www.meettherussianstandard.com, and amplified through a comprehensive PR, radio sponsorship and social networking campaign.
“Effective consumer engagement is all about giving consumers interesting, motivating experiences that reflect a brand’s core personality,” said Bruce Burnett, managing director of i2i Marketing. “Our Meet the Russian Standard campaign highlights the premium credentials of Russian Standard Vodka and will give 100 lucky consumers a once-in-a-lifetime contemporary Russian experience – and engage thousands more in a whole raft of live and digital experiences.”

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