Tovaritch! Premium Russian Vodka have unveiled the latest instalment of their ‘Never Drink Alone’ campaign. Devised by Proximity Madrid, the campaign launched in May and has both digital and print elements to it.
“We have been working with this for two years, and it is providing great results, in both sales and brand awareness,” explains David Vijil, Creative Director of Proximity Madrid. “For the new campaign we wanted to emphasise on the ‘Never’. Particularly on that imperative clause that always follows the ‘Never’, which will illustrate what can happen to you if you drink alone. That is why the graphics are framed in the world of fear.”
“We wanted to play with responsible drinking and loneliness. Each of the six original graphics, responds to the typical insights from the suspense world: camping, a lonely castle, a space ship lost in the galaxy, an abandoned mine, a hunting lodge and the famous Loch Ness. Places where you won’t know what will happen if you have a drink by yourself,” added David. “At the end, is there anything worse than not being able to share a Tovaritch! with someone?”
Creative Director: David Vijil
Art Director: José Luis Díez
Illustrators: Juan Bakea, Edu Gomes, Arturo Sánchez, Chema Lucerón & Jorge Tabanera
Source: Proximity Madrid
Article by: Elena Munoz de Leon, MarComm News