Russian Standard invests £1.2m in UK

Russian Standard aims to recruit more than 45,000 new drinkers through a £1.2m marketing campaign

Distributed in the UK by First Drinks, the "Meet the Russian Standard" advertising campaign commences July and will run throughout the summer months with TV, radio, press, digital and PR activity. The aim is to allow target consumers to "discover modern Russia and the brand’s premium positioning and heritage".

A new website, meettherussianstandard.co.uk, will encourage maximum interaction with the brand’s target audience and will be the main channel from where consumers can enter a competition and learn more about the brand. Ninety exclusive VIP trips to Moscow can be won along with thousands of pounds worth of other prizes, including iPod touch’s.

Empire, Q and Grazia magazines, Kiss radio and TV stations, 4Music, Kiss and Q will all feature heavyweight advertising with additional PR, trade and online support.

Joanne Birkitt, senior brand manager for Russian Standard comments:
“Last year was a hugely successful year for Russian Standard and we are fully committed to further invest in the UK market again this year as we aim to build on this success. Encouraging brand loyalty, whilst driving mass awareness and trial to both existing and new drinkers through the Meet the Russian Standard activity is key over the coming months."

On-trade support will include distribution of 600 POS kits across the UK, as well as in-bar sampling activities in 200 top-end venues. Menu clips, table talkers and posters will be made available with hypertags installed in bars to enable drinkers to download competition information and the Russian Standard logo to their mobiles. The latest reality technology will be used to really drive consumer engagement and encourage talkability about the promotion.

Off-trade activity will include a neck collar promotion on 250,000 bottles in the multiples, convenience and specialist channels. In-store sampling will also take place, targeting 30,000 target consumers. Gondola end and on-shelf POS will also be provided to raise awareness of the competition to shoppers. The wholesale channel will see the campaign promoted in cash and carry outlets with branded pallet wraps to increase stand-out.

1 June 2009 - Felicity Murray