Challenge:
Ruskova, a six-times distilled, award-winning vodka, needed a bold new idea to break through with Millennials — a generation craving authenticity, humor, and relatability over traditional luxury cues. The goal: reposition Ruskova as a brand that could own not just special occasions, but everyday moments, too.

Solution:
Canopy partnered with Ruskova to reposition the brand as a multi-occasion vodka — a perfect match for both big celebrations and life’s smaller, more mundane moments. We developed a disruptive, category-busting campaign that celebrated the beauty (and hilarity) of the everyday — from laundry day victories to late-night snack runs.

Through smart, irreverent creative and a fresh tone of voice, we brought this idea to life across multiple touchpoints, including digital content, social media, in-store promotions, and event activations. The new brand platform allowed Ruskova to authentically connect with Millennial consumers by embracing life’s imperfections — and making them worth raising a glass to.

Deliverables:

• Brand Repositioning

• Campaign Development

• Visual Identity Refresh

• Digital, Social, and Retail Activation

• Experiential Event Concepts

The result: Ruskova successfully reinvented itself for a new generation, carving out a distinct space in a crowded category by proving that every moment — even the mundane ones — are better with a little celebration.