How do you sell premium vodka for 10 bucks?
Sobieski vodka is is the top-selling premium vodka in Poland, the birthplace of vodka, and one of the fastest growing brands in the world.
Haven’t heard of it? Maybe because it sells for about $10 for a 750 ml bottle and $19 for the 1.75-liter. Such low prices aren’t in sync with the Grey Gooses and Belvederes that go for more than twice as much.
Imperial Brands launched an innovative “Truth in Vodka” advertising campaign when the brand was launched last year, arguing that you don’t need to pay so much for great vodka.
Writes pr-inside.com: “The campaign urges consumers to focus on what’s in the bottle, rather than on gimmicky marketing techniques and overpriced packaging. This back-to-basics, anti-hype campaign, which initially targeted the beverage trade media as well as key influencers and tastemakers, will now target consumers more broadly.”
Timo Sutinen, V.P., Marketing and Business Development of Imperial Brands, Inc. says: ”Last year, when we launched Sobieski Vodka in the U.S., we caused a stir in the trade press by exposing the hype behind so many overpriced vodkas today. This year, we have significantly increased our advertising budget in an effort to speak directly to consumers nationwide.
“We are bucking the trend and strongly believe that our honest messages about vodka will greatly appeal to the consumer’s common sense, rather than reinforce the prevailing gimmickry.”
The Sobieski advertising campaign taglines:
— “We Designed a Bottle to Suit the Spirit Inside. Notice the Lack of La-Di-Da.”
— “Sex May Sell, But It Has Nothing to Do with the Making of Great Vodka.”
— “Who Needs Superdelegates? We’ve Got a Whole Country Behind Us. The #1 Premium Vodka in Poland.”
— “The #1 Premium Vodka in Poland. Finally, an Endorsement that Matters.”
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