Premium Russian vodka brand Stolichnaya recently ended a 10-week multi-city Moskova Affair tour a brand experience developed to introduce sophisticated young urbanites and Stolichnaya distributors to its newest flavor—Stolichnaya Gala Applik. Events were held in large upscale venues such as M2 Ultra Lounge in New York City Liv Nightclub in Miami and Manor in Chicago where attendees sampled Stoli cocktails and watched performances by Vau de Vire Society an avant-cabaret group of acrobats aerial artists contortionists and side-show acts who also mingled with the crowd as part of an interactive circus. A “forbidden fruit” theme playing off the new apple flavor set the tone for the evening.
“The idea was to bring to life the essence of the brand which is Russia intrigue and passion while at the same time we’ve launched our 10th new flavor ” Elizabeth Costa de Rusch senior brand manager at Stolichnaya told Buzz. “We wanted to create an experience that would give us a forum to sample this new cocktail but also bring to life the brand essence through this brand experience. A live event is an opportunity to bring unique and premium brand experiences that leave a lasting impression and break through traditional advertising clutter.”
Leading up to the big experience supplemental “flash nights” held in advance of the main event offered sampling and a sneak preview of the performance in select markets to energize local consumers and reward key accounts. High-profile DJs and regional promoters also helped draw top influencers to the signature events.
The Moskova Affair reached more than 13 500 consumers from Aug. 21 to Oct. 12 in Boston Chicago Dallas Denver Detroit Hoboken Houston Las Vegas Los Angeles Miami New York Philadelphia and San Francisco (Agency: Mirrorball New York City).