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Celsiy vanilla flavored vodka

TV commercial for the nationwide market launch promo.

CLIENT: National Alcohol Traditions, a Ukrainian nationwide distillery.

BRAND: “Celsiy” flavored vodka.

OBJECTIVE:Creation of a TV commercial to launch the brand on the national market.

creative team

Art-Director: Mike Lytiuga.
TV Commercials conception, storyboards, & 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.

INTRO: Enjoy the exquisite vanilla taste and beautiful world in TV commercials for Celsiy flavored vodka! The modern vodka for modern and stylish peoples, which knows what the taste of good vodka is, and always ready to discover.
The brand has had positioned on the market as “a vodka for escapists,” and priced as an upper middle segment product.

SETTING THE GOAL: To make the market launch efficient, especially on the highly competitive local vodka market, where several domestic and foreign brands were fought for customer’s attention and money — I had to create something entirely different than broadcasted vodka TV commercials, something, that will promote new experience for customers.

BIG IDEA: Accordingly, to brand marketing position, I created the Story, in which every vodka taste had been presented as a new beckoning world. Meet the fresh and chilly world of menthol taste!
TV spots were finished by packshot with a bottle and brand slogan, with mysterious whispering “Celsiy: the different”

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.

TO SET THE STAGE

and getting much more customers attention, two weeks before official TV promo start, we launched a teaser TV spot. In this video, the mysterious women voice told a strange story in extraterrestrial language.

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?

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.