Russian Standard Vodka launches multi-million pound TV campaign

By Gemma McKenna

Published: 13 November, 2013

Russian Standard is planning to accelerate its UK growth with the launch of its "milestone" multi-million pound TV and cinema adverts.

Video:

Russian Standard New Ad

Russian Standard is planning to accelerate its UK growth with the launch of its "milestone" multi-million pound TV and cinema adverts.

Paolo Gennero, the brand's international marketing director, revealed that Russian Standard's Q4 marketing spend for the UK alone is £2.5 million. "There's still a lot to come in 2014, this is a big milestone for the brand."

A significant amount of that money has been invested into its television, PR and digital campaign which expands on its Vodka as it Should Be campaign and includes a three-minute online film alongside 60-second and 30-second cinema and TV spots. The TV campaign was shot over two weeks on location in the UK and in St Petersburg, Russia.

It references Russia's top chemist, life-changing revolutions, rocket scientists, technology and natural evolution as elements that come together to create Russian Standard Vodka. It stars Jason Silva, who describes himself as a futurist, performance philosopher and filmmaker.

To view the ads click here.

The ads will be screened on TV and in cinemas in the UK, will go live on Sunday, and also air in Germany by the end of 2013, with plans afoot to broadcast the campaign in 20 countries in 2014.

"We will do even more in experiential and digital marketing," Gennero told Harpers. "2014 will be all about bringing this to life."

He said the brand's Facebook presence was vital to engage with its key over-25 consumers.

Having launched in the UK in 2007, Russian Standard has been enjoying double digit growth - 30% year-on-year according to Gennero, but with this campaign it is hoping to "accelerate even more".

He told Harpers: "We are opening our treasure chest and showing what makes us so unique."

The campaign is designed to get its consumers involved in a "more emotional way", he added.

This summer Russian Standard launched an experiential campaign at London's Lovebox and Oxfordshire's Wilderness festivals with its House of Davai stage and after-party, which offered a taste of cosmopolitan Russia as well as theatre and beauty pageants.

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