CELSIY: THE BRAND AND THE MARKETING
Celsiy is a new brand of modern flavored vodka made for young professionals. The brand was priced as an upper-middle-class product and positioned as “a vodka for escapists.”
PRIMARY GOAL: launch the new vodka brand over the national vodka market, where many local and foreign brands fought for customers’ money.
MEDIA: TV commercials, outdoor AD, magazine AD, and point-of-sales AD.
THE BIG IDEA: LET’S RIDE ON THE BUZZ!
In line with the Celsiy TV promo, we have launched an additional supporting print & outdoor advertisement campaign. Precisely at that time, all Ukrainians anticipated a rare astronomic event, a partial solar eclipse. The upcoming eclipse was widely covered by TV and print media and generated massive user buzz on the Internet. It was a unique opportunity that we could not afford to miss.
To ride the buzz, I created “the eclipse” conception, fit perfectly into a current TV communication line, in which each Celsiy bottle represented its’ own mystery world.
For example, look at this Celsiy Original Vodka billboard.
CELSIY. THE OTHER
I designed five different posters, one for each vodka flavor: Mint, Pepper, Vanilla, Light, and Absolut. Each poster design has two options: the magazine’s layout and outdoor backlight poster advertising.
This is a citylight poster for Celsiy Original Vodka.
The branded backlight posters were placed along the central streets of the most prominent Ukrainian cities. Generally, these roadside media have a short period of visual contact, so for increasing brand visual recognition at market launch, I needed to put a colossal brand name behind the bottle.
Also, take a look at the Celsiy Pepper TV Commercial; it’s really hot!
Print advertising for CELSIY VODKA
This is a typical Celsiy vodka print advertising in men’s glossy magazines. The print campaign followed the outdoor advertising campaign, and all customers were well-prepared for this brand. In addition, print publications provide a more extended visual contact time, so in this case, we can use a classic print ad with a slogan.
Celsiy Light vodka print ad with a slogan: “Celsiy. The other.”
DRINK RESPONSIBLY!
The big ugly text on the poster’s bottom is a “health warning.” By local advertising laws, health warning text must occupy 15% of any alcohol or tobacco layout and be highly contrasting, and the designer cannot deal with it.
This is a Celsiy Mint flavored vodka print ad. Also, please look at the TV commercial for Celsiy Mint vodka; it’s chilly!
Here is the last poster design in a series created for Celsiy vodka outdoor advertising: this one is for vanilla-flavored vodka.
CREATIVE TEAM
Art Director: Mike Lytiuga
Creative concept development, art direction & poster design.
Branding: Alexander Sanchenko
Celsiy Logo & label design
Prepress Engineer: Volodymyr Kovalsky
Agency: BATES Ukraine (later RAVI JWT)
DID YOU LIKE THIS OUTDOOR AD CAMPAIGN?
Does your business need a spectacular and working advertising campaign in the press or outdoor? And you know the media you need, have an idea of what it costs to advertise in it and have a budget for this?
If you answered yes to all of these questions, we definitely should have a conversation.
Just drop me a message by filling out the form below, and I will help you.
More Celsiy vodka projects:
More Celsiy vodka projects: