Last night in London kilts and headdresses collided as two very distinct worlds united. It’s hard to imagine there has ever been a more amusingly incongruous marriage than Scotland and Brazil. Certainly the marketing minds behind Ballantine’s Brasil have been having fun with the idea. The launch's accompanying cocktail creations include the Highland Samba and the Glen Coco.
The ‘activation’ seeks to communicate to consumers “how real vodka should taste” through global advertising, merchandising and serving demonstrations in “key locations”.
The campaign has debuted at Paris Charles de Gaulle Terminal 2, where it will run for three months in partnership with Aelia.
According to Rémy Cointreau GTR, four window displays – one for each of the Russian Standard expressions – have been designed for the promotion and tasting opportunities will be offered to travelers until October.
Walter Kooijman, commercial director for global duty free and Asia-Pacific, Russian Standard Vodka, said: “Global travel retail is a strategic channel for Russian Standard Vodka and having reached a global distribution coverage in the duty free channel, we are now moving to the next stage by launching our new global consumer communication platform: Vodka as it should be.
“Explaining to the consumer the differences between the brands in our portfolio and tasting programmes will be key in these activations, along with consistently premium execution.”
Laurent Cosson, marketing manager Rémy Cointreau Global Travel Retail, added: “The Russian Standard Vodka display in Paris CDG is a multi-faceted vehicle designed to raise the profile of the Russian Standard Vodka brand and challenges the authenticity and quality of other vodka brands. It is impactful and highly effective.”