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Naming and creating the philosophy for vodka of premium class.
The agency has been tasked to develop a new TM in the price segment Premium, considering three major limitations:
1. The name must consist of no more than five letters; 2. Must take into account the presence of the name of TM Nemiroff on the bottle; 3. A market is not limited to Russia and Ukraine.
The Bureau suggested "LEX". Naming was in style of "Nemiroff" and in style of those whom this vodka was made for. The translation of the word "lex" from Latin means the«law». And who makes laws? Elite does. Great and Successful do. So the positioning was "The Law is me" (EGO SUM LEX). And the restrained visual emphasizes the masculinity and closeness, thus delivering the message.
Promotion strategy was dictatedby the brand itself.In this -his strength: