SILK VODKA CASE STUDY

TAKING A BRAND FROM "NAPKIN TO NAPKIN" IN 13 MONTHS

SITUATION
Soyuz Victan is the biggest vodka company you never heard of. It's the second largest vodka producer in the world, but with most of their business in Eastern Europe, they were an unknown entity in the West. Recognizing that while they were major players in the east, they had little knowledge about how to expand into America, they came to Brand Action Team to help create and launch a new super premium brand in the U.S. market.

SOLUTION
We helped the company create Silk Vodka from scratch and bring it from an opportunity scratched on a napkin in a bar to a fully supported global brand launch in just 13 months.

Our services include:

• Functioning as their de facto marketing department
• Creating and setting up the U.S. operating company
• Developing the brand positioning from scratch and managing the process to refine it and guide the development of the brand look and feel under the visual and verbal metaphor: The Silk Vodka.
• From market research to package design and points in between including advertising, PR and field marketing, Brand Action Team helped bring together the resources to work as a well-oiled, collaborative machine with egos parked at the door.
• And in our spare time, we also served as their below-the-line agency handling promotions, merchandising, PR and interactive marketing

RESULTS
Silk Vodka exceeded our sales goal of 15,000 cases in its first year, secured distribution in 28 states and successfully established itself as a brand to be reckoned with in an incredibly competitive and difficult market and category.

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