Antalya Alcollu Icecekler Print FLO-LABEL by Grey Istanbul

FLO-LABEL

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Industry Vodka
Media Print, Magazine & Newspaper
Market Turkey
Agency Grey Istanbul
Creative Director Engin Kafadar, Ergin Binyildiz
Art Director Tayga Soysalturk
Account Supervisor Omer Ustundag
Illustrator Hami Kural
Released February 2012

Credits & Description

Category: Alcoholic Drinks
Advertiser: ANTALYA ALKOLLÜ IÇECEKLER
Product/Service: VODKA 67
Agency: GREY ISTANBUL
Creative Director: Engin Kafadar (Grey Istanbul)
Creative Director: Ergin Binyildiz (Grey Istanbul)
Art Director: Tayga Soysalturk (Volta)
Illustrator: Hami Kural (Grey Istanbul)
Account Supervisor: Omer Ustundag (Grey Istanbul)
Media placement: Point Of Sale - Bars - Display - 17 February 2012

Describe the objective of the promotion.
Relaunch of one of Turkey’s oldest brands, Vodka67, to young people under the pressure of new alcohol regulations brought by government.

Describe how the promotion developed from concept to implementation.
The new alcohol regulations brought strict restrictions for alcohol commercials and it made it nearly impossible to advertise in bars. In order to make Vodka67 popular among young people we came up with the concept 'truth or dare' also known in Turkish as 'spin the bottle'. The spinning effect of the bottles led us to create a 'spinning bottles' display.

Explain why the method of promotion was most relevant to the product or service.
Vodka67 is a classic Turkish Vodka. Young people describe our brand as 'old and serious'. In order to make our brand look younger and funnier, we needed to attract young people with a funny and fresh idea which they can easily get and associate with.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Vodka67 spinning bottle displays were placed in highly recognised bars in Istanbul in mid-April. The display was appreciated by customers in every location. The photos of the display have been uploaded to the Internet and shared among social media users. The number of Vodka 67 orders has increased in 5 bars. As it is an 'in progress campaign' we don’t have the sales figures yet, but the client forecasts the sales will be 10% up.