Sobieski - How a unique brand/product idea and creative execution created the number 2 vodka brand in 13 months

In 2004, Lithuania's vodka market was dominated by five mainstream brands with around 60% of market share.
Agency: VRS GroupAuthor: Maksim Kuzmin

Sobieski – How a unique brand/product idea and creative execution created the number 2 vodka brand in 13 months

WHERE WE STARTED FROM

In 2004, Lithuania's alcohol market was dominated by five mainstream brands (with a market share ~60%), with the major part of the rest held by economy products (see Figure 1). Three of the leaders were old, established products with high awareness, and the other two were new, heavily advertising brands. Before autumn 2004, two of these five were doing ATL advertising, and from...

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