Celsiy mint-flavored vodka TV commercial
CLIENT: National Alcohol Traditions, a Ukrainian nationwide distillery.
BRAND: Celsiy vodka
INDUSTRY: Food & Beverages
MARKETING GOALS: TV commercial to launch a new vodka brand on a highly competitive national alcoholic beverages market.
CELSIY: THE BRAND & THE MARKET
INTRO: Meet the sizzling taste of pepper-flavored vodka in TV commercials for Celsiy vodka — the modern vodka for young professionals. These stylish people know the feeling of good vodka and are always ready to discover something new.
The brand is positioned as “a vodka for escapists” and priced as an upper-middle-class product.
SETTING THE GOAL: To make an efficient market launch, especially on the highly competitive local vodka market, where are several domestic and foreign brands fought for customers’ attention and money.
I had to create something entirely different from broadcasted vodka TV commercials, promoting new emotional experiences for customers.
CELSIY VODKA: THE 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 pack shot with a bottle and brand slogan, with mysterious whispering “Celsiy: the different”
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. Unfortunately, health warning always occupies a specific area of any alcohol or tobacco layouts due to local advertising laws. It must be contrasted enough, and you can’t get rid of it.
TO SET THE STAGE
And getting much more customers’ attention, two weeks before the official TV promo started, we launched a teaser TV spot. In this video, the mysterious woman’s voice told a strange story in an extraterrestrial language.
The TV spot has subtitles for all who aren’t a person from an Alpha Centaur. So here is this story: “There are many worlds in the Universe. And each of us chooses his own. Which will you choose?
THE FIRST RESULT
“Celsiy” TV commercials were “out of the TV clutter” and entirely different than any other broadcasted vodka TV commercials.
It was a perfect product launch: the brand got colossal target audience attention and garnered a share in the national vodka market.
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 with the following TV commercial, with an additional outdoor advertising campaign started. The outdoor campaign had entirely different visuals but kept the primary “the mysterious Celsiy worlds ” communication line.
Step three: Original TV commercial only, plus outdoor and BTL actions in the most popular nightclubs in cities with over a million residents started. I created the third set of visuals for BTL activities based on the main customers’ activities pattern.
Art-Director: Mike Lytiuga.
TV commercial conception, scenario, storyboard development, post-production supervising.
Copywriter: Nikita Lazorenko.
Created the brand slogan, extraterrestrial linguistics, and voice-over text.
Agency: BATES Ukraine (later RAVI JWT)
Video Production: Wizard Post, Ukraine.
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