When Russian Standard Vodka launched a new ATL campaign in 2014, they approached us — their BTL brand guardians — to refresh their guidelines and deliver a versatile creative idea that worked across on-trade, off-trade and travel retail.
We developed ‘TASTE’, a new, global BTL look and feel that focused on RSV’s key point of difference – its great flavour. Combining the brand story with a fresh, contemporary identity, we allowed the brand to speak directly to consumers, showing them why RSV is ‘vodka as it should be’
Alongside with the new creative guidelines, we created and delivered an artwork toolkit of over 20 different elements to each of the global territories.
‘TASTE’ was implemented across press, digital, POS and packaging, and continues to be the BTL look and feel for the brand today.
The campaign has since been adopted in over 20 overseas markets including the UK, USA, France, Germany, Malta, Jordan, Dubai, Kazakhstan, Ukraine, Romania, Italy and Israel.
Client: Russian Standard Vodka