The premium vodka brand is pulling money from TV and putting it into to social media and experiential channels to support its shift away from promoting its provenance and heritage.
The strategy stems from the brand’s latest campaign, which launches today (12 November) and highlights the science and innovation behind how the drink Is made.
Three TV adverts, created in partnership with My Agency and Great Guns, depict Russia’s famous chemists, rocket scientists, revolutions and technological highpoints as elements that when combined give the vodka its smooth taste. Futurist and filmmaker Jason Silva will front each spot, and appear in additional content via a branded YouTube channel.
Where most rivals have opted for a more traditional approach to promoting the provenance of their brands this year, Russian Standard Vodka hopes its effort will boost awareness in more mature markets such as the UK. It claims the region has seen prompted awareness rise 50 per cent since launching in 2007 and that sales so far this year were “impressive”.
Paolo Gennero, international marketing director at Russian Standard Vodka, says the strategy bids to “add meaning” to the brand’s long-running “Vodka as it should be” positioning. Younger drinkers now want a deeper understanding of the authenticity and heritage, he adds.
Gennero says: “The campaign is about building consistently on the awareness we’ve been seeding through our TV and sponsorship activity over the last two years. We’re growing at a double-digit rate at the moment and believe this campaign can accelerate that.”
Separately, the drinks maker is planning to tap into growing demand for flavoured vodkas worldwide by ramping up support for brands such as Zubrowka following its acquisition of CEDC earlier this year.