The protagonist of the Festis Deluxe launch is the character "Ivan", a rich 21-year-old Russian from Prostokvashino who drinks Festis Deluxe Doctor to become strong and Festis Deluxe Lust to be able to give love to all his girlfriends.
The new Festis variants are launched with a lot of irony and a twinkle in the eye. The target group is young people between the ages of 15-23. The launch is built around the character Ivan, Russia's richest man, who loves Festis Deluxe. Ivan will appear in a commercial on cinema and TV and online where he will chat and give dating tips on a variety of communities. Ivan's character is cocky, confident and exaggerated. On the Internet, Ivan will use a new "Ivan language", which is a mixture of Russian and English.
"This week I date 43 times! No problem - I drink Festis Deluxe Lust, haha. I drink Festis Deluxe Doctor to stay healthy and fit. Festis Deluxe my friend - eto kruto, it cool! I get sooo much rubels for saying this I can afford gold teeth for my babushka" - he says.
Ad agency: Anr BBDO Stockholm
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