Know-How Exchange : Strategy

Where are they marketing the brand, Tom? There are some strange limitations on how you can promote and advertise alcoholic beverages, so the country and state laws have to be at the top of your list when planning marketing activity.

What is your role in this? Are you an agency? Does the brand have a name yet, or are you expected to name it too? Initially I would think the objectives are to (a) create brand awareness, and (b) stimulate initial trial. Is that right?

Is there a brand story? What's unique about this vodka? You probably want to tap into the brand name/uniqueness with your early promotions to register the brand name and positioning.

Tom,

what makes your vodka special? Where does it come from - or was it brewed by Russians in Kansas ;-)

The Polish Zubrowka has a straw in it - part of their tradition. I don't know if you are allowed to add things to the vodka in this way. It had no effect on the vodka itself, it was special.

Any thoughts? Moriarty xx

I don't have any brilliant ideas but a story which may or may not spark some inspiration. I have a friend who's bucket list included a cruise on a Russian Icebreaker - this fantasy included a lot of vodka - which is why I think of Russian Icebreakers when I think of Vodka. So perhaps you could run a competition - win a cruize...

A neat add-on could be ice tongs - ice bucket.

I also love the idea of putting something in the bottle - maybe a few perspex cubes of ice - oh, to me Vodka and ice cold and beautiful ice blue seem to go together - ok, lots of rambling...