SHARKTOOTH
CLIENT: DIAGEO
THE CHALLENGE
Vodka drinking is deeply ingrained in Russian life, especially amongst men. Our challenge from Diageo was to build an affordable and credible white rum brand for the emerging middle-class consumer which could steal share from Vodka and build on the fastest growing alcohol category within Russia (40% volume growth).
THE RESULTS
We helped develop a brand which emanates masculinity and adventure whilst still reflecting the exuberance and fun of the Caribbean.
Post launch in 2013, Shark Tooth became the third best-selling rum drink in Russia after Bacardi and Captain Morgan, Source data Nielsen. (2015)
Encouraged by the success of Shark Tooth, Diageo launched a “premium spirits drink with Irish whiskey” called Rowson’s Reserve in 2016. Source: The Spirits Business, January 2017.
Haines McGregor worked with us through the brand development process to get us to a tight positioning which expressed the roots, core and personality of the Shark Tooth brand in a very explicit way.
This was a great platform for our communications brief and led to an excellent communications platform.
James Ashall, Global Futures Diageo
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