Objective:
Promotion of a new signature beverage and organization of a tasting and sales area
About project:
To integrate its proprietary beverage "Zimniy Vzvar" at the Brusnitsyn Cultural Quarter, the company Baltika approached us with a request to create an area for sampling and selling this novel product.
This unique beverage was created by initiative and support from Baltika, inspired by Russian traditions and organized as part of the nationwide competition "Christmas Vzvar 2024." Bartenders reinterpreted the classic recipe, combining traditional ingredients with modern flavor solutions. As a result, vzvar acquired new taste dimensions while retaining authenticity and natural composition
The best recipes could be sampled at the "House of Vzvar," which is a specially constructed point of sale and tasting located within the Brusnitsyn district designed specifically for integrating the company's new product.
What we did:
- We developed the brand identity for the new product. We conducted research on current visual identities inspired by Old Russian aesthetics.The main style features contemporary interpretations of Russian culture and traditions, including elements such as patterns, minimalist decorations, and natural materials.
- Based on the brand identity, we established a design code for the entire event, creating a logo, font, and color palette.
- We also built the "House of Vzvar," featuring an outdoor zone for tastings and masterclasses, along with a photo zone. Special toys were made exclusively for the project that echoed the branding of the Winter Vzvar and added beautiful decoration to the house.
- To attract attention to the product, we enhanced sales not only through tasting but also offered complementary hot snacks like churros and pancakes.
An equally important role was played by well-thought-out programming and promotional staff. Additionally, branded souvenirs and merchandise were produced, along with giveaway items (such as flyers and recipe cards).
None of our projects go without photographic or video coverage. During the integration period, we captured all the most vibrant moments—from construction to participation by prominent bloggers.
Results of the integration:
- More than 2,000 mini-portions of vzvar were distributed during tastings.
- Over 1,100 full-size portions were sold.
- Our promotional team conducted more than 1,500 quizzes over the month.
- 410 people attended workshops and received commemorative gifts.
- More than 1,000 lucky participants took home branded merchandising and souvenirs during quizzes and games of fortune.
