Russian Standard goes outdoor
Russian Standard Vodka is to be advertised through an outdoor campaign for the first time as part of a $2m campaign.
The campaign is being driven by Sydney agency Razor.
The outdoor campaign will take place on street furniture and bus shelters as well as bus wraps in Sydney and tram wraps in Melbourne, and be backed by a PR campaign rub by Burson-Marstellar around the premium vodka brand.
‘As it should be’ has been used many times in many categories. It’s not actually telling the consumer anything at all. Its a terrible line and has proven time and again in many categories to never work. Bless.
Outdoor advertising, although conventional, is one of the most effective form of advertising. So, I really believe Russian Standard Vodka is headed at the right direction of raising the awareness of its target market.
What crap.
What a waste of $2m !
Maybe it’s as it should be.
What the? Could spend $2m much more effectively!!
outdoor makes total sense for an alc. product … not sure what the fuss is about in the comments
It’s not a waste of money.
It’s THE waste of money.
I think you guys missed a crucial word in the first sentence … “part”.
Re-read it with the word emphasised … “Russian Standard Vodka is to be advertised through an outdoor campaign for the first time as PART of a $2m campaign.”
Given (i) the fragmentation of media (ii) the “clubbing” nature of the target, then I think NOT having out-of-home would have been an error.
My main problem with the ad is not that the tagline has been used before, but that I think the brand name doesn’t stand out – I reckon if I was half pissed i’d be trying to order a “Pycnknn Ctahdapt” (as you can tell my Cyrillic is pretty poor).
Expected more from Razor
Packaging is also a bit substandard, comrades.