Product campaign for the world's fastest growing vodka.

This hugely successful global campaign was conceived as an integrated 'Pepsi Challenge' for vodka. In contrast to other brands, who concentrate on style over substance, 'Vodka as it should be' highlights the authentic and superior quality of vodka created by adherence to traditional and rigorous imperial Russian vodka standards. The campaign has run in 27 markets around the globe and grown Russian Standard’s sales by 34%, making Russian Standard the #1 premium Russian vodka and the fastest growing vodka brand in the top 30 global vodkas by volume (Drinks International 2013). In the UK Russian Standard is +45% vs. the vodka category, outsells Absolut and is the #2 best seller behind Smirnoff. In duty free, Russian Standard is now the # 3 best-selling Vodka.

2011
Art DirectionCopywritingCreative Direction
 

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