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Celsiy flavored vodka teaser spot

Teaser TV commercial for the nationwide market launch promo.

CLIENT: National Alcohol Traditions, a Ukrainian nationwide distillery.

BRAND: “Celsiy” flavored vodka.

OBJECTIVE: to set the stage for launching the brand on the national market.

creative team

Art-Director: Mike Lytiuga.
TV Commercials conception, scenario, storyboard  and production supervising.

Copywriter: Nikita Lazorenko.
The brand slogan, extraterrestrial linguistics, and voice over text.

Agency: BATES Ukraine (later RAVI JWT)

Video Production: Wizard Post, Ukraine.

To prepare the ground for a major Celsiy vodka advertising campaign, I crafted a special teaser TV spot. In this video, the mysterious women voice in extraterrestrial language told a strange story.

For all, who isn’t non-Alpha Centaur person, the story has translated subtitles. Here is this story: “There are many worlds in the Universe. And each of us chooses his own. Which will you choose?

After two weeks of teaser broadcasting, it was glued to the original TV commercial into one video spot and went to the air as a central part of the advertising campaign.

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.

Major TV commercials

ADVERTISING CAMPAIGN

We launched the national advertising campaign in three steps:

Step one: Two weeks before the official campaign start date, we started broadcasting a teaser video.

Step two: The teaser plus a TV commercial, glued in on video spot, with an additional outdoor advertising campaign. The outdoor campaign had entirely different visuals but kept the primary “the mysterious Celsiy worlds ” communication line.

Step three: Original TV commercial only, outdoor and BTL actions in the most popular nightclubs in cities with over a million residents. For BTL actions I created the third set of visuals, based on the main customers’ activities pattern.

THE FIRST RESULT

“Celsiy” TV commercials were “out of the TV clutter” and entirely different than any other broadcasted vodka TV commercials, which usually look like close-up tabletop videos, featuring slow-motion slicing of herring and pickles or jokes about three friends on a hunting trip.

It was a perfect product launch: the brand got colossal target audience attention and garnered a share in the national vodka market.

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.