Prostokvashino Cat and Sour Cream Meme Becomes a Formula 1

The Prostokvashino brand logo found itself in the spotlight after the Racing Bulls Formula 1 team posted a meme image.

Visuals

The team shared an image of a cat celebrating race week. In front of the animal was a plate with waffles and a cup of sour cream featuring the recognizable Prostokvashino packaging design.

No official collaboration between the sports team and the dairy brand had been concluded. The image was randomly selected by a public relations staff member.

The Power of Brand Codes

• Unexpected placement of a recognizable visual element within the context of popular sport
• High audience reach without a media plan or official partnership
• Viral spread of content driven by emotional reaction to a familiar image