Russian Standard

Russian Standard Vodka Brief

Objective:

To provide dancers for the live activation launch of Russian Standard Vodka in the United Kingdom, creating an immersive and engaging experience for the brand's nationwide campaign.

Implementation:

Creative Director Kwame Knight developed a captivating Cossack-inspired choreography that would be performed at various high-profile events, clubs, and parties throughout the UK as part of the brand's nationwide activation.

Kwame crafted a dynamic and energetic routine incorporating traditional Cossack dance elements, bringing a unique touch of Russian heritage to each performance.

The dancers performed in sync with the brand's promotional efforts, enhancing the atmosphere while the promotional team distributed product samples and shared key brand information with event-goers.

The performance was strategically integrated into the broader "Meet the Russian Standard" campaign, which was designed to engage consumers at experiential events nationwide.

The campaign featured 40 immersive sampling events, complete with a branded vehicle, Cossack dancers, and innovative technology like in-bar hyper-tag Bluetooth messaging, creating an interactive experience for participants.

To further elevate the excitement, each venue offered patrons a chance to win an iPod Touch, adding an element of surprise and incentive to the activations.

Launched in the UK in 2007, Russian Standard Vodka aimed to carve out its space as a premium brand with authentic Russian heritage, targeting discerning 18-34-year-old achievers.

Positioned as a credible challenger to Smirnoff, the brand sought to combine its traditional roots with a modern, sophisticated image.

With its unique cultural flair and interactive elements, the activation successfully reinforced Russian Standard's status as a premium brand while engaging new customers and establishing a lasting impression in the UK market.