The aim of the project was to revive the Viru Valge brand. Number one Vodka in the local market.

Today, only those brands are successful which have maximum customer loyalty and are capable of increasing brand likeability. The campaign was based on a competition for professional and amateur designers who could create their image of the modern cosmopolitan Estonian vodka and design a bottle for Viru Valge.

All interested persons were allowed to participate in the competition. The finalists were chosen by a jury consisting of professionals, but the winner was chosen via Facebook voting. The winning design went into production for sales in retail stores.

Viru Valge


  • The first part of the campaign was carried out in web. A campaign page was created for the competition with a call to participate, guidelines and templates for creating a bottle sleever.
  • All submitted works were displayed on the campaign page and visitors to the page could choose their favourites using Facebook Likes.
  • On the website the winner was announced, which was also done on Facebook and banners.

In terms of web technologies, it was quite a challenge to make the animation for the creative solution without using Flash or video. The bottle’s animation consisted of almost two hundred images.


Viru Valge
Viru Valge


  • During two weeks, 400 designs were submitted to the competition.
  • The new bottle design quickly became the favourite for clients and retailers. The whole stock sold out much quicker than anticipated.

ADM Interactive

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