Gearing a new-comer vodka-premix RTD brand with electrifying strength
In a market that is opening to international players, Platinum Beverages wanted to retain their market establishment without holding hands of any known global brands. ‘People Vodka’ so far had earned its audience with strong distribution instead of a branded entity approach.
The challenge therefore was to stand and rise in the market against the global heavy weights and their dominance across media an promotion. Certainly with minimum budget and touch-points in hand was main constrains especially a category where it matters a lot.
Our unique method of conducting market study and interaction with locals situated at remote location brought us to reveal several surprising facts.
The undercurrent of self pride, nationalism, values of community and brotherhood etc. gave us good basis to bank People Vodka on. The design intervention gave the otherwise ordinary, mass sounding name a strong edge of native pride.