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).
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