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

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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 Russia Genre/Form Case studies Case studies. Études de cas. Form Electronic book Author Glazunov, O. R., author Domnin, V. N., author Starov, Sergei, author ISBN 9781526465184 1526465183

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