Shark Tooth Rum is the first Diageo’s brand made specifically for the Russian market. It was also the very first brand on the market to be launched after the new alcohol advertising restrictions came into force. It literally banned the use of everything: no images of people or animals, no media placement. But with a help from the ‘Take a bite out of life’ concept and the iconic ‘bite’ symbol, Shark Tooth entered the TOP3 of the category just in one year.