Sobieski: Vodka launch in Lithuania - IPA Effectiveness Awards Case Study 2006

Brief Description: This paper explains how VRS group helped to introduce a vodka brand, Sobieski, into the competitive Lithuanian vodka market. Within a year and on a budget 2.7m Litas, the aims of the campaign were aggressive - to create one of the main vodka brands, to gain 10% of the market and to achieve 1.9 million sales. The message used in a PR and national ATL campaign was 'premium vodka you can trust'. After six months, the product line was extended with flavoured vodkas, called 'Sobieski berries', which were promoted through national ATL campaigns and innovative campaigns directed at urban people. Finally Sobieski, through national ATL and untraditional media campaigns released a new vodka into the market called New Harvest. The campaign achieved sales of five millions bottles and gained 14.5% of the market ;---(TAGS)--- Full Title: Sobieski launch in Lithuania : how a unique brand/product idea and creative execution created the number 2 vodka brand in 13 months ; Number: 2006/54 ; Brand Name: Sobieski ; Client: Vilniaus Degtine ; IPA_ProductCoding: Drink (Spirits - white/dark) ; Drink (Alcoholic drinks - all) ; Agency: VRS Group ; Author: Maksim Kuzmin ;