Russian Standard, Russia’s No 1 premium vodka1 has arrived in the UK with plans to become the major player in the UK premium vodka market.
The authentic Russian vodka is the star of a massive £5m+ UK launch programme in the run up to Christmas and has an ambitious programme in place to capture a significant market-share wherever the brand is sold.
The marketing investment in Russian Standard Vodka in the UK market is heavyweight by any standards. The national advertising campaign will achieve 95 per cent coverage with 14 opportunities to see among the brand’s target audience of aspirational 18 to 34 year olds. The campaign features 10” spots on ITV, C4, C5 and multi-channel through to December. Inserts will run in October issues of consumer magazines including Company GQ, Esquire, Glamour and Elle followed by double page spreads in eleven key consumer titles across the remainder of the year. The advertising is backed with PR activity (including sampling and events), as well as point of sale promotions.
For Russian Standard’s first television advertisement, the company brought together an exclusive team from the world of film and fashion headed by the director of Justin Timberlake’s ‘Sexy Back’ music video, Michael Haussman. Inspired by the brand’s rich, ornate and authentic label, the film takes the viewer on a journey through the timeless mystery, glamour and heritage of today’s Russia with Russian Standard as a symbol of the country’s modern, vibrant society.
“We have ambitious growth plans over the next five years with the commitment and resources to shake up the UK vodka sector and take Russian Standard Vodka to the top spot in the UK premium vodka category,” says Chris Mason. “The advertising is simple and effective in its messaging and clearly communicates the brand values to its target consumers to create demand now and into the future.”
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