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BAYKA FRIED BACON FLAVORED VODKA TV COMMERCIAL

CLIENT: National Alcohol Traditions, a Ukrainian nationwide distillery.

BRAND: “Celsiy” flavored vodka.

OBJECTIVE: launch the new brand to a highly competitive nationwide vodka’s market and get a stable market position.

creative team

Art-Director: Mike Lytiuga.

Art direction and production supervision.

Copywriter: Nikita Lazorenko.

Brand name and scenario.

Designer: Nikita Titov.

Logo and bottle label design.

Animation: Vladimir Pospelov.

Video Production: Wizard Post, Ukraine.

Agency: BATES Ukraine (later RAVI JWT)

BRAND PERSONALITY: Bayka is all-Ukrainian flavored vodka brand, with several unusual flavors, like fried bacon and horseradish. Just an ordinary good vodka for a good casual company, priced at a lower middle segment product.

MARKET LAUNCH STRATEGY: For the market launch, we proposed a classic “teaser-revelation” scheme. The outdoor teaser campaign has created an intrigue, and the TV commercial revelation campaign gained the customers attention.

For that time, and that market and that product, the TV was a better media to get the massive customer responses.

PS. Sorry, guys, I only have the video of this quality.

PPS.The big ugly text at the bottom of the video is a health warning. By local advertising laws, health warning always occupies a specific area of any alcohol or tobacco layout and must be contrasted enough. You can’t deal with it.

Vodka TV commercials | Bayka fried bacon flavored vodka
Vodka TV commercials | Bayka fried bacon flavored vodka

THE GRAPHIC: STAND OUT FROM THE CROWD

At the campaign starting time, the TV was overfilled with other vodka brands with more significant budgets; There were a lot of commercials with luxury close-up table-tops, three-friends story, etc.

To stand out in the general mess of equally looking advertising was created a unique story. The visually different story, with unique voice-over.

We stylized the graphic like vintage political caricatures from the Soviet-time Ukrainian comic magazine “Perets.” Bold and coarse pencil lines, and “washed” one-color palette, which corresponds to the primary color of the bottle labels.

THE STORY: TO TOUCH THE HEARTS

First, Nikita Lasorenko, the project copywriter, created a brand name “Bayka” that perfectly fell into the target audience. On the Ukrainian language, “Bayka” means “folk tales.”

After that, he wrote three excellent stories, which could touch the heart of any Ukrainians. These were crafted like fanny folk-tales with glorious victories of Ukrainian Cossacks. Simple, fun and never heard before.

Even more: all stories were specially written that looks like stories of famous Ukrainian underground poet Les Poderevyansky.

Each story finalized by pack-shot with a brand slogan “The Bayka: did you heard about it?.” In Ukrainian, this motto is two words only.

Vodka TV commercials | Bayka fried bacon flavored vodka
Vodka TV commercials | Bayka fried bacon flavored vodka

THE STORY: TO TOUCH THE HEARTS

First, Nikita Lasorenko, the project copywriter, created a brand name “Bayka” that perfectly fell into the target audience. On the Ukrainian language, “Bayka” means “folk tales.”

After that, he wrote three excellent stories, which could touch the heart of any Ukrainians. These were crafted like fanny folk-tales with glorious victories of Ukrainian Cossacks. Simple, fun and never heard before.

Even more: all stories were specially written that looks like stories of famous Ukrainian underground poet Les Poderevyansky.

Each story finalized by pack-shot with a brand slogan “The Bayka: did you heard about it?.” In Ukrainian,  this motto is two words only.

Vodka TV commercials | Bayka fried bacon flavored vodka
Vodka TV commercials | Bayka fried bacon flavored vodka

THE VOICE: WELL KNOWN SINCE YOUTH

To fasten in consciousness, all TV commercials were voiced by Les Podervjansky, the most famous Ukrainian avant-garde artist and poet. An enormous amount of several generations of peoples on all ex-USSR territory knows his voice, from youth, when they secretly listened and copied his plays via audiotapes.

Its funny but very subcultural poetry, to feel it in its entirety you must to be a Ukrainian and had to remember the ugly USSR time.

This voice-over was a final essence, transformed a vodka advertising into a highly memorized TV spot.

MARKET LAUNCH: THE FIRST RESULT

The Bayka vodka confidently took its place on the stores’ shelves, pushing rivals with bigger budgets and consolidated into the customer’s mind.
The phrase “Baika: did you heard about it?” for some time has become popular verbal meme; the ad campaign even fell into the local textbook on advertising.

Selected visual style made it possible to create a spectacular tv commercial video, which was entirely different from any other ads in TV cluster, and allowed to gain the more users attention with a smaller production budget.

Have you enjoyed this project? If you wish your advertising campaign to be impressive, spectacular and efficient, just drop me a message by filling the form below, and I will help you.