Moskovskaya launches ‘no fuss’ campaign

Moskovskaya Vodka has launched a new global marketing platform that positions the brand as an “unpretentious vodka”.

The ‘No fuss. Just vodka’ campaign has been developed in partnership with London agency Breakfast and is an “integral part” of Moskovskaya’s global repositioning across Europe and North America.

The brand said its campaign aims to address the thought that “consumers are growing tired of the competing claims of different vodka brands about their purity and image – they simply want great vodka”.

The platform introduces the ‘MoskoVS attitude’, said to tackle the “difficult-to-pronounce Russian language rooted brand name in a creative way”.

“By integrating ‘MoskoVS attitude’ in brand communication, Moskovskaya Vodka has come out of its historic shell, and from now on will engage with its consumers worldwide in a more attractive and straight-talking way,” said Valters Kaze, chief marketing officer at Amber Beverage Group, producer of Moskovskaya.

“I am sure that it will help the brand to grow its already significant global footprint of over 40 markets and attract new consumers.”

The ‘No fuss. Just vodka’ campaign will launch in Moskovskaya’s core markets in Europe, followed by the Americas.

In May this year, Moskovskaya launched the first ever brand extension in its history – Moskovskaya Silver, said to the be an  “enhanced” version of Moskovskaya’s traditional recipe, created using new purification technology with charcoal and silver before being filtered four times.