US: Stolichnaya has launched a new ad campaign aimed to increase the brand’s relevance among a new generation of vodka drinkers.
“This new campaign reflects our consumer’s desire for adventure and intrigue and Stoli’s role within that desire – the one true thing in a wild and often untrustworthy world,” said Andrey Skurikhin, minority shareholder, SPI Group.
“We have a very clear objective to grow our sales internationally – and in the US in particular – over the next five years,” said Skurikhin. “This new campaign, along with our new distribution and marketing relationship with William Grant & Sons, will not only help increase our presence in the US, but help us develop stronger trade relationships and refresh the brand's overall DNA.”
Ogilvy and Mather developed the campaign, estimated at $10-15 million. Print publications and web buys target the 25-34 year old – male and female. While the campaign’s imagery is inspired by the intrigue, opulence and “anything goes” sensibilities of modern-day Russia and other developing Eastern metropolises, the world that the campaign represents is a “Russia of the mind.”
The newly re-vamped Stoli.com web site features a 3D animated history of Russia and a mixology section with recipes.
In 2009, SPI and William Grant & Sons will partner to extend the Stolichnaya campaign in the US.