Context:

1.Vodka market (+8%) has been driven by price war, led by Smirnoff (+26%)

2.The category saw different vodka brands emerge and become main players (Poliakov, Trojka)

3. Eristoff is still n°1 vodka brand in volume and value, but due to price war and fierce competitors the brand lost some ground. (-1%)

There is a need to move the brand to the next level to make a difference against their business challenge.

Objectives:

Move Eristoff from being just another standard vodka in a commoditized category to a bold “need state spirit” enable to recruit every new generation of consumers aged LDA*-24 years old

Target audience:

LDA* -24 year old males who thrive on their vibrant network of friendship groups.

Insight:

Eristoff’s crowd on Facebook are called Nightwolves. In nature, real wolves accept each other in their pack simply by howling.

Idea:

Eristoff invited people to howl live with real wolves via their webcams. If the wolves howled back, participants won tickets for the “I love Techno” dance festival.

Relevance:

The concept totally fits the positioning of Eristoff, being the vodka brand from Georgia, also known as “the land of the wolf”. The wolf has always been a main character for their brand image and in their communication. Wolves howl to assemble the pack and identify their pack members. Similar to how the Nightwolves (target audience) gather their friends before going out.

*LDA Legal Drinking Age

The concept totally fits the positioning of Eristoff, being the vodka brand from Georgia, also known as “the land of the wolf”. The wolf has always been a main character for their brand image and in their communication. Wolves howl to assemble the pack and identify their pack members. Similar to how the Nightwolves (target audience) gather their friends before going out.

Phase 1: Recruitment

- We exceeded by 116% the number of YouTube views on our recruitment video.

- Reaching an audience of over 5 million

- 436 hours of video watched

Phase 2: Live howling sessions

- A web audience of thousands during the live howling sessions

Global Coverage:

- Featured on 537 websites

- More than 127,000 impressions

- Twitter reach of over 1.3 million

- Making-of broadcasted on ITN TV with a reach of more than 2 million viewers

- Increase in spontaneous awareness of 1.5 points following the campaign