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Press Release


Russian Standard Vodka briefs i2i Marketing

Russian Standard Vodka briefs i2i Marketing

Russian Standard Vodka, the premium brand from First Drinks, has hired integrated agency i2i Marketing to spearhead a major below the line drive in 2009.  The brief was awarded to i2i Marketing after a three way pitch against undisclosed agencies.

Russian Standard Vodka was initially launched into the UK in 2007.  The brand is targeted at 18-34 year old ‘discerning achievers’.  With its authentic Russian heritage, and premium, modern image, Russian Standard Vodka positions itself as a credible challenger brand to Smirnoff in the UK.

i2i Marketing’s brief is to increase brand loyalty, recruit new drinkers, drive sales and create a brand ‘buzz’ in both the on- and off-trade.  To do this, the agency will launch a major integrated campaign in July, challenging consumers to “Meet the Russian Standard”.

At the heart of the campaign will be a competition offering 100 consumers the chance to win the ultimate trip to “Discover Modern Russia” with a luxury two-night stay in Moscow.  Lucky winners will receive a personal tour of the city, experience exclusive vodka tasting events, meet Miss Russia beauty contestants and enjoy fine dining and entertainment at Moscow’s most exclusive restaurants.  A shopping trip, personal makeover and spa treatment will complete the experience.

The “Meet the Russian Standard” campaign will be promoted across a range of media channels throughout July and August.  In the on-trade, there will be 40 experiential sampling events, featuring a branded vehicle, cossack dancers, in-bar hypertag bluetooth messaging and the chance to win an iPod Touch in each bar.

In the off-trade, a neck collar on-pack promotion will run across 250,000 bottles, supported by live sampling in Sainsbury’s and at bespoke Selfridges evenings.  The campaign will also be supported by a dedicated microsite at – and amplified through a comprehensive PR, radio sponsorship and social networking campaign.

Bruce Burnett, managing director of i2i Marketing, comments:
“Effective consumer engagement is all about giving consumers interesting, motivating experiences that reflect a brand’s core personality.  Our ‘Meet the Russian Standard’ campaign highlights the premium credentials of Russian Standard Vodka and will give 100 lucky consumers a once-in-a-lifetime contemporary Russian experience – and engage thousands more in a whole raft of live and digital experiences.” 


For further information please contact:

Nick Vellacott/Ellen Durrant  Highlight PR 01225 444268 /


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