Campaign: Second Opinion

Splendid Communications PR director Kathryn Pringle has worked on the launch of Smirnoff Norsk vodka and Drambuie Cream.

The launch of Kalashnikov Vodka has certainly raised a few eyebrows and the media exposure hit far and wide. Talk Loud PR had a challenge on its hands to deliver positive PR around something this controversial, at a time when the drinks industry was also under such extreme scrutiny.

One could argue that Kalashnikov Vodka would be an automatic hit with the media. The story behind the brand suggests a perfect PR hook. However, amid heated debate about alcohol's contribution to anti-social trends, the challenge was to protect the brand from destructive publicity.

But the vast majority of coverage focused on the AK-47 gun, often raising an ethical debate. I question whether the free-reign approach with journalists paid off.

If the agency's remit was simply to drive mass awareness, this it certainly did. However, from a drinks-industry perspective, the brand would have benefited from specific PR creatives designed to shift the focus onto facts about the quality of the product itself.

Furthermore, with long-term vision in mind, the focus on Kalashnikov and the Nikita Girls was rather gimmicky.

That said, with spirit brands wrestling for space in the media, it did a good job at securing column inches within a limited budget.

Creativity: 2

Delivery: 4

6/10

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home for the day after being told by the judge earlier this afternoon that he will now accept majority verdicts.

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.