Russian Standard Vodka mounts new communications and marketing strategy starting at Lovebox and Wilderness festivals
As part of a change in the way Russian Standard Vodka approaches its communications and marketing strategy the brand has announced the launch of The Russian Standard House of Davai, an on-site festival experience providing a taste of cosmopolitan Russia.
The Russian Standard House of Davai will debut at London’s Lovebox festival on Friday 19 – Sunday 21 July before appearing at Wilderness in Oxfordshire from Thursday 8 – Sunday 11 August.
Over the next year Russian Standard Vodka is aiming to reach out to a millennial market by adopting a series of strategic tactics that will allow the brand to create engaging content and align itself with engaging experiences. Music, arts, science, film, theatre and fashion are set to be at the heart of the new brand strategy enabling Russian Standard Vodka to filter activations and partnerships to suit its objectives.
The Russian Standard House of Davai at Lovebox boasts a bespoke line-up, traditional Russian Mule cocktails and the contestants of the Miss Russia beauty contest – the Miss Russia Commandos – leading festival goers at the Official Lovebox Russian Standard Vodka After Party. At Wilderness The Russian Standard House of Davai will offer a sensory experience with a unique interpretation of Shakespeare’s The Tempest.
The brand’s presence at both Lovebox and Wilderness will kick start Russian Standard Vodka’s new multi-million pound strategy that will continue over the next few months with a host of activities.