|Agency: VRS Group||Author: 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 the autumn, three more started brand building in a similar way. Among them, the market leader – Original Lithuanian vodka – relaunched with a huge media budget.