Ivanabitch Vodka Case Study
CHALLENGES
A fabulous vodka without a brand presence. Recognizing that would be a single product-facing in a single size, a way of separating it product from the over 350 brands in the market had to be devised.
BREAKING THROUGH
The process began from scratch. Through the name ideation process, Ivanabitch Vodka emerged along with fictitious character and whimsical backstory.
When it was learned that it is customary in Russia to serve vodka with pickles on the side the idea began to gel. Between the new name, IVANABITCH VODKA and the use of a pickle as a pneumonic device, the tag-line “Vodka with Attitude” almost wrote itself.
ITERA the Russian energy giant acquired a distillery in Russia and wanted to market vodka in the US market. They called it Bitch Vodka.
After extensive discussions with the client they were finally dissuaded from using the more offensive term and agreed to market the product under the brand name IVANABITCH.
Another vodka?
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