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Book Cover
Author Gladkikh, Igor, author

Title "Squirrel: here i come!" : paradoxes of the brand / Igor V. Gladkikh, O. R. Glazunov, V. N. Domnin, Sergey A. Starov
Published London : Graduate School of Management, St. Petersburg State University, 2012


Description 1 online resource : illustrations
Series SAGE Knowledge. Cases
SAGE Knowledge. Cases
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?
Notes 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
Description based on XML content
Subject Viral marketing -- Russia -- Case studies
Vodka industry -- Russia -- Case studies
Advertising -- Alcoholic beverages -- Russia -- Case studies
Advertising -- Alcoholic beverages
Viral marketing
Vodka industry
Genre/Form Case studies
Case studies.
√Čtudes de cas.
Form Electronic book
Author Glazunov, O. R., author
Domnin, V. N., author
Starov, Sergei, author
ISBN 9781526465184