Diageo. Communication platform development and a launch campaign for a new rum brand.
Global giant launches new rum in Russia.
To make the communication platform and the launch campaign amid dark market which is almost total prohibition on alcohol advertising. Target audience – young people aged 25 to 28.
The agency came up with the slogan "Bite life" and visual image of shark bite mark, which became a brand symbol. Rum was never mentioned, so the slogan and the symbol could be used wider than prescribed by the Advertising Act.
The entire stock of rum, produced for the launch period, was sold out in a month. After that many regions were out-of-stock for the long time.