VANILLA PEPPER-FLAVORED VODKA TV COMMERCIAL
CLIENT:
National Alcohol Traditions, a Ukrainian nationwide distillery.
BRAND:
“Celsiy” flavored vodka.
MARKETING OBJECTIVES:
To launch a new brand of vodka in the highly competitive national market..
INDUSTRY:
Food & Beverages
THE BRAND & THE MARKET
INTRO: Meet the exquisitely mild taste of vanilla-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 the market launch efficient, especially on the highly competitive local vodka market, where several domestic and foreign brands fought for customer’s 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 packshot 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 start, we launched a teaser TV spot. In this video, the mysterious woman’s voice told a strange story in extraterrestrial language.
For all, who aren’t a person from an Alpha Centaur, the TV spot has subtitles. 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.
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 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 actions based on the main customers’ activities pattern.
CREATIVE TEAM
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.
Did you like this TV commercial?
Does your business require memorable TV advertising? Do you need a script or a storyboard for a commercial? And you roughly imagine the cost of media placement and production, and even have a planned budget?
In this case, we should definitely talk, poke me using this contact form.
