Ogilvy Romania and PPD Romania worked together to launch, on Romanian market, a new vodka brand and the 1st own brand in PPD’s portfolio, Tazovsky Vodka.
A product based on an old Russian recipe and bearing proudly the name of the coldest Russian region, Tazovsky Vodka expresses, under “Intelligently distilled” concept, the entire vision behind the process that makes the brand unique.
For some people, distilling is just the process used to obtain a good quality vodka. For us, it is more than that, it is a permanent research of perfection and a dare that Ogilvy happily embraced – to create a new brand from zero (…)
Marketing Manager PPD Romania
Starting with the name, bottle design, brand identity, positioning, brand architecture and communication strategy, all was made from scratch. Building the brand took 2 years.
We were privileged to work, during economic crisis, to build a brand from 0. These occasions are extremely rare in the life of a communication or marketing specialist (…) What seems fascinating to me is that we lived ourselves the experience the brand proposes to its consumers – intelligent distilling – and that’s what we did for 2 years, during the entire creative process
New Business & Strategy Director Ogilvy Group Romania
The involved resources were considerable, and our collaboration went, many times, beyond client-agency limits. The extended team that worked constantly to develop the brand includes a marketing and sales team from PPD Romania, a significant number of communication specialists from Ogilvy and the specialized teams from our consumer research and retail audit partners
For the new vodka brand, Ogilvy also developed the launched campaign, that targets consumers with a high sense of humor. Tazovsky Vodka combines in a balanced way a mix of conventional advertising and unconventional activations, online and offline
The team that worked on developing the campaign included Nearchos Papacharalampous – Managing Director, Nikos Xystouris – Operations Manager, Alina Praja – Director de Marketing, Pitells David – National Sales Manager, Florin Marcu – National Key Account Manager from PPD Romania and Ogilvy’s team. The ad was directed by Jan Boon, while production housese are Saga Film and Carioca.
Ogilvy Group Romania is part of the international network Ogilvy (WPP) and offers services that go from 360 degrees integrated communication – advertising, PR, interactive marketing, sales promotions, brand activation and communication programs, media planning & buying – through its specialized agencies. The group has in its portfolio clients such as BAT, Kraft, Cosmote/Germanos, Ford, LG Electronics, Millennium Bank, PPD Romania, Pfizer, Tarom and many others.