New look for Wodka Gorbatschow - Major design relaunch of all products from October 2023
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Ice-cold relaunch at Wodka Gorbatschow: In October, Wodka Gorbatschow will launch the biggest design update since its creation. The new design of the number one vodka brand in Germany is a homage to its iconic polar world: from the bottle with the new, glass ice-breaking edge to the purist label with iceberg shape and the reduced banderole. The new look gives the product even more value, modernity, clarity and presence. Vodka Gorbachev in the 0.7-litre bottle will be available in the new design from mid-October. The rest of the range will be adapted successively. The relaunch is being carried out with 360-degree support.
Clear, mild and ice-cold enjoyment - that's what vodka Gorbatschow has been known for among vodka fans all over Germany since 1921. The ice world is and remains the strong brand core with recognition value. To emphasise this even more, the traditional brand is now undergoing a comprehensive design update and will present itself in a new, modern look from October. The popular recipe of the best-selling vodka brand and the proven taste of purity will remain unchanged.
Crystal clear and absolutely pure
"With the relaunch, we want to strengthen the brand essence of Wodka Gorbatschow and become even clearer in our brand communication," explains Torben Jansen, Head of Marketing at Henkell Freixenet Germany. "The new design fits ideally into the well-known polar world of Wodka Gorbatschow and ensures more attention at the POS," says Jansen. The glass ice-breaking edge unmistakably reflects the ice world and purity of the brand. The purist label picks up the tip of an iceberg and symbolises pure enjoyment and clarity. The reduced banderole also underlines the value of the product. The new design is also better received by the target group: It is perceived as more modern and of higher quality and stands out from other well-known products.[3] Vodka Gorbachev in the 0.7-litre bottle in the new design will be available in food retailers from mid-October. Other varieties of the brands will be successively adapted to the new design. The relaunch will be accompanied by 360-degree communication. This includes a large-scale social media campaign as well as a high-reach TVC campaign in Q4 with a new TV spot.
