Problem
A seasonal campaign ASDA & Sainsbury’s to encourage shoppers to ‘raise their standards in vodka’ and switch from competitor brands whilst also defending against new entrants
Approach
The activation set the standard for the Russian Standard brand experience – encouraging consumers to raise their standards, by experiencing a higher standard through an enticing promotional platform & quality incentives
Individual activities were created for each retailer – ASDA and Sainsbury’s – which had a different character and incentive for each retailer, but whilst maintaining a consistent overarching message and common look and feel.
Build the at home drinking occasion and offer a unique taste experience Highlighting the seasonally relevant Russian/Yule Mule signature serve
Activation
Under the common message of ‘Raise your standards’ this Christmas, The ASDA promotion offered shoppers the opportunity to ‘Raise your Christmas Cocktail’ – with a prize of Copper Drinks trollies and exclusive Russian Standard copper drinks mugs to make the signature Russian Mule drink.
The Sainsbury’s promotion offered shoppers the chance to raise their standards and win exceptional experiences, from photography lessons to cookery classes and cocktail making.
The campaign was activated at touchpoints across the shopper journey
Front of store – digital 6 sheets and security shouts
In aisle – barkers & Aisle fins
Online – ASDA promotion and website banner ads and category takeovers
