Fire & Ice Banya | elit by Stolichnaya | Work
Fire & Ice Banya
elit by Stolichnaya was Stoli’s super-luxury sub brand, winning awards around the world for its remarkable taste. But it wasn’t getting the props it deserved. The client wanted to relaunch elit and establish it as the luxury vodka of choice for movers and shakers. It wasn’t a simple task. A bottle that – while iconic -- was too tall to fit in most bar backs was just one of the challenges the brand faced. Only a category-defining, multi-faceted strategy and campaign could re-launch the brand and make the go-to vodka for luxury consumers.
elit had to be rebuilt, starting with a new tagline. We won the business with "You Know Better," a tagline that spoke to our target consumer (primarily young, affluent men) in a direct and effective way. It reminded them that power and taste are two different things, and established elit as the voice of well-seasoned luxury consumption. We completely reimagined the brand around this platform, creating a new brand identity, campaign ethos, creative direction, media strategy, website, social identity and experiential platform. We kicked off the new direction with a truly authentic event that reflected the Stolichnaya brand and its personality: the Banya experience. elit invited a select handful uber-influential guests to the Lower East Side’s famous Russian Bath house for an evening of spa treatments, relaxation, conversation and elit by Stolichnaya. Within the first year, sales of elit by Stolichnaya increased by 200% across all markets.