Cohn&Jansen JWT relaunches Tazovsky Vodka

Following a pitch organized last year, Cohn&Jansen JWT created a communication campaign which started end November and is aimed to relaunch Tazovsky Vodka, the first own brand in PP Distributors Romania’s portfolio. The campaign is the first step towards the repositioning of the brand as one dedicated to Romanian mainstream segment.

“The vodka market is mature, extremely competitive, with a large range and well-established products. This is the reason it was needed a courageous idea that would position Tazovsky easy and memorable on the mainstream target,” said Nikitas Aspiotis, general manager.

The winning concept – Vodka Lesson – starts from the observation that, when it comes to vodka, Romanian consumers aren’t very well informed regarding what they are pouring in their glasses.

“It seems almost incredible but, though a mature one, the vodka category was never explained to Romanians what a good vodka means. Because of the beer commercials, any man knows to tell you what’s the deal with hop, water and corn flour, for wine there were all sorts of considerations about soil, region or pills. For vodka, all is silent and that represented a huge strategic opportunity for a very well vodka like Tazovsky,” said Andrei Cohn, creative director & managing partner Cohn&Jansen JWT.

With executions on TV, BTL and in-store, the campaign focuses on the three ingredients that combine into a good vodka: water, distillation process and the lack of added sugar.

Team Cohn&Jansen JWT: Andrei Cohn – creative director & managing partner, Alex Negoescu – creative director, Stefan Chiritescu – strategic planner, Adi Marciu – art director. en.malinaescort.com

Alexandra Manoila – copywriter, Octavian Budai – art director, Alexandra Popa – copywriter, Virgil Ghelmeci, Mihai Gheorghe – DTP, Ilinca Dumitrescu – AV Producer, Miriam Ivanescu – account director, Ruxandra Popescu – account manager.