Who is Russian Bear?
Russian Bear is a well-known, but infamous, vodka brand with a somewhat muddy reputation. When they came to us, we knew first and foremost we needed to grow brand affinity and positive sentiment – and we would do this by placing it right inside popular culture and driving relevant engagement.
What was the ask?
Our role in the business:
We knew that we would need to integrate the brand into the places and spaces the target market where populating in order to showcase a different, positive side of the brand.
Our strategic approach identified two defined avenues for brand association that would feel seamless, natural and favoured the drinking culture we would be promoting.
Our research and resulting insights lead us to Fashion and Music:
#KingOfKicks
#IAmNext
#KingOfKicks
Beyond the fashion world, sneaker culture has taken on an iconic significance all of its own. In this two-year campaign, #KingOfKicks created a space for sneaker collectors to go head to head and earn the right to be called the king of Mzansi kicks.
By simply tagging their sneaker pics with #KingOfKicks, sneakerheads could submit their sneakers into the various galleries, collected on a custom-built microsite.
Four categories of sneakers were identified, serving as galleries participants could submit their kicks into, and were judged by SA influencers.
Bespoke content was generated from these categories: video interviews, articles and an online magazine.
Finalists from each category would go head to head for the exclusive grand prize: custom sneakers and a trip to New York.
#IAmNext
2017 saw the launch of the Russian Bear #IAmNextSessions, where hopeful rappers competed for a chance to win a record deal with South African rap superstar Kwesta.
A true through-the-line campaign, #IAmNextSessions incorporated a number of touch points, including a mobile recording studio, which travelled around South Africa to find SA’s next hip-hop superstar.