Case Study: First Drinks boosts Russian Standard Vodka’s market position with i2i Marketing’s in-store amplification

First Drinks - Customer Case Study

First Drinks worked with i2i Marketing to launch Russian Standard Vodka, the number one authentic Russian vodka brand, into the UK market. The challenge was to build awareness and loyalty among young adult drinkers by making the brand feel authentic and distinctive, so consumers would ask for Russian Standard by name rather than just “vodka.”

i2i Marketing created a fully integrated in-store amplification campaign centred on “Meet the Russian Standard,” offering 150 VIP trips to Moscow. The activation combined on-trade Cossack-dancer sampling, branded vehicle tours, augmented reality competition entry, bottle collars, and tactical sampling in premium retail locations. The campaign delivered over 1 million consumer contacts, 40,000 trials, a 10% conversion to sales, and helped move RSV from the third largest vodka brand in the UK to second place by the end of 2009.

First Drinks