Russian Standard Vodka ‘Originals’ PR launch

Objectives

Russian Standard Vodka's global marketing strategy centres on the power of authenticity. Russian Standard Vodka is one of the most authentic premium vodkas in the world.Russian Standard Vodka wanted to engage a core audience of 18-34 year old male and females through a credible and authentic alliance with music that would result in a genuine platform that could potentially evolve year on year.Senior Brand Manager Joanne Birkitt, tasked Slam PR along with ATL and BTL agencies with creating a unique and unrivalled brand experience that would ensure deep engagement of current and new Russian Standard Vodka conusmers.Russian Standard Vodka wanted extensive, positive coverage across print, online and broadcast taking the brand across a variety of consumer pages.

Strategy and Implementations

Led ably by Russian Standard Vodka Senior Brand Manager, Joanne Birkitt, Slam PR helped to launch the Russian Standard Vodka Originals programme which provides consumers with unrivalled access to the world of real music.Teaming up with Gold selling band, The Noisettes, consumers had the chance to attend an authentic, free ticketed music event in May 2010 in exclusive venues in both London and Edinburgh.Slam announced the collaboration between Russian Standard Vodka and The Noisettes to a variety of print, online and broadcast media as well as key bloggers and was able to place the events in to the news, lifestyle, style and online pages as well as creating noise in music and listings pages taking the brand to a mass audience.The agency also negotiated several interviews with The Noisettes in key titles and was able to offer content from the concerts to influential online sites as well as exclusive footage of the gigs to Channel 4 to be shown later in the year.

Results

This was a very successful campaign which exceeded all benchmarks and over delivered on value. Coverage highlights included Metro, The Sun, Daily Mirror, Stylist, Daily Express, Closer, MSN, Grazia, FHM, ITN and Kiss 100.Reviews of the concerts appeared across many music sites both on and offline. Slam generated more than 26 million opportunities to see in print, online, radio and broadcast coverage.The second phase of the Russian Standard Vodka Originals programme will be launching in Autumn 2010.