"Squirrel: here i come!" : paradoxes of the brand /

In March 2011, a new vodka brand entered the Russian market. In spite of complete absence of an advertising campaign the appearance of "Squirrel: Here I Come!" vodka caused widespread public reaction. The Russian media responded to the launch and gossip and bloggers' comments snow-bal...

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Bibliographic Details
Main Authors:	Gladkikh, Igor (Author), Glazunov, O. R. (Author), Domnin, V. N. (Author), Starov, Sergei (Author)
Format:	eBook
Language:	English
Published:	London : Graduate School of Management, St. Petersburg State University, 2012.
Series:	SAGE Knowledge. Cases.
Subjects:	Viral marketing > Russia > Case studies. Vodka industry > Russia > Case studies. Advertising > Alcoholic beverages > Russia > Case studies. Marketing viral > Russie > Études de cas. Vodka > Industrie > Russie > Études de cas. Boissons alcoolisées > Publicité > Russie > Études de cas. Advertising > Alcoholic beverages Viral marketing Vodka industry Russia Electronic books. Case studies Case studies. Études de cas.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	In March 2011, a new vodka brand entered the Russian market. In spite of complete absence of an advertising campaign the appearance of "Squirrel: Here I Come!" vodka caused widespread public reaction. The Russian media responded to the launch and gossip and bloggers' comments snow-balled on the Internet. Sales of the vodka broke all records previously set in the alcohol market. How did a new brand compete in the over-saturated conditions of the Russian vodka market without opportunities for advertisement due to enacted anti-alcohol legislation?
Item Description:	Originally Published InGladkikh, I.V., Glazunov, O.R., Domnin, V.N., & Starov, S.A. (2012). "Squirrel: here I come!" Paradoxes of the brand. St. Petersburg, Russia: Graduate School of Management, St. Petersburg State University.
Physical Description:	1 online resource : illustrations.
ISBN:	9781526465184 1526465183