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News

LONDON: Western brands need to update stereotyped views of Russia and some core assumptions about football, its viewers, and what the sport means ahead of the 2018 FIFA World Cup.

Article

Marketing around the Russia World Cup requires brands to understand both the position of the host country and the changing behaviours and culture around football.

Case Study

Cornetto promoted its new ice cream to young consumers in Russia by positioning itself as a relationship ice-breaker through multiple media channels.

Case Study

Russian ice-cream brand Zolotoy Standart run a family-oriented campaign through an engaging TV show and mobile game.

Case Study

AXE promoted its new male deodorant AXE Black Night in Russia, by both maintaining its loyal young clientele and expanding its market share to a more mature audience.

Case Study

Unilever, the international consumer goods company, wishing to bring Russian families together, promoted its Zolotoy Standard ice cream brand through multiple forms of relevant media.

Case Study

Dove, a skincare brand, created video postcards to show women in Russia how much others appreciate their beauty, even if they don't see it themselves.

Case Study

Givenchy, a fashion brand, launched its eye makeup range in Russia by collaborating with ride hailing service UBER to produce an on-the-go brow studio.

News

NEW YORK: Authoritarian regimes often borrow from advertising and marketing to forward their agendas, with China and Russia currently demonstrating this theory in practice, according to a paper published in the Journal of Advertising Research ...

Case Study

This case study looks at how Brusnika, a Russian construction brand, competed with the leaders of the real estate market in Russia, despite being a young company.

Article

This Speaker’s Box looks at how authoritarian and populist regimes have made use of consumerism, focusing on Nazi Germany and the People’s Republic of China.

Case Study

This case study explains how S7 Airlines, the Russian airline, used a video published on social media to increase international awareness of its brand and grow ticket sales.

Case Study

This case study shows how Pedigree, a dog products brand, promoted its social platform and increased brand equity in Russia by focusing on the social misconception towards people with Down Syndrome.

Case Study

This case study shows how the Cheburashkini Brothers, a dairy products brand, established itself in Russia, to become one of the leading brands in the premium dairy products market.

Case Study

Beauty products brand Avon launched a campaign to raise awareness about breast cancer in Russia by enticing the daughters and children of at-risk groups into taking their mothers to the doctor.

Case Study

The Moscow Exchange, a financial exchange group, successfully changed Russian consumer perceptions of the brand through the development of a 360-degree communication strategy.

Case Study

Car company ŠKODA used social media, a website hub and PR to grow sales of its Yeti car model in Russia during a difficult economic time.

Case Study

Yandex, an Internet service provider, successfully connected the Russian Olympic Athletes with their fans back home through the development of a High-Five interactive app.

Case Study

Lubyatovo, a breakfast snacks and biscuit brand, increased sales by developing a social-minded campaign in Russia that urged consumers to purchase their products in exchange for corporate donations to the poor.

Case Study

This case study explains how Barni, a confectionery brand owned by Mondelez, increased sales in the New Year period in Russia by inspiring children to make gifts.

Case Study

This case study explains how coffee brand Jacobs used a pop-up cafe in Moscow, Russia, to build awareness and loyalty among people aged 20-45.

Case Study

This case study explains how chocolate brand Ritter Sport used a joke to launch four new flavours in Russia when it had a very small media budget.

Case Study

This case study explains how J7 Tonus, a Russian drinks brand owned by PepsiCo, used a receipt promotion to increase sales.

Case Study

This case study explains how sports brand adidas deepened engagement and brand loyalty among young, male football enthusiasts aged 14-25 in Moscow, Russia.

Case Study

This case study explains how internet and technology company Google used a live reading event broadcast online to build a connection with Russian culture and people.