Home Grown
The polish “luxury” vodka brand Pravda is looking to expand its U.S. presence from its American beachhead in Philadelphia.
Pravda manufacturer and importer Jacquins and Coopers International is conducting local one-on-one sampling taste tests.
Brand reps approach customers in bars and lounges and invite them to taste Pravda alongside their choice of another vodka brand. Those who partake are asked to leave a voicemail, giving their opinion and honest judgment of the brand. The messages are converted to MP3 files and posted on www.tasteTheTruth.com.
“Pravda is definitely the little guy,” says Keith Scandone, owner of O3 World, which handles the campaign. “They don’t have the budget that Grey Goose, Belvedere and others have, but they feel they have a product that is superior.”
Visitors to the site can also post their own comments or sign up to win a private happy hour party for 15 of their friends, which will be held at a local bar or lounge. The event will include Pravda drinks and appetizers.
The Taste the Truth campaign also relies on blogging at the site to spread the word about the vodka. Ads are also posted on other sites popular for bloggers, like Philebrity.com, a popular Philadelphia’s blog, and StyleAfterDark.com.
The agency is also working with two promotion companies, Paper Street and Rachael’s Guide, which are organizing Pravda taste tasting parties in Philadelphia. The parties have strong followings, which are promoted through subscriber-based newsletters.
Parties are also being promoted to businesses, like the local Lucky Strike bowling alley, which is planning a party this month.
The initial campaign runs for three months, but could last longer.
“If it’s successful, we’ll push it ’til it dies out,” Scandone says.
