Russian Standard, Russia's number one premium vodka distributed in the UK by First Drinks Brands, returns to the TV screens next Monday (17 March 2008) with a new £2.6m national advertising campaign.
After its launch in October 2007, Russian Standard is said to have established itself as the UK's seventh largest vodka brand in terms of percentage value share in the off-trade.
The new TV campaign forms part of an £8m investment in the brand to drive sales and awareness and cement Russian Standard's position as a “major player” in the UK premium vodka market.
The advertising will run for six weeks. The campaign will achieve 80% coverage amongst the brand's target audience of aspirational 18- to 34-year-olds.
“The recent Russian Standard launch has proved to be the most successful vodka launch of the past three years”, says Andy Corris, senior brand manager for Russian Standard at First Drinks Brands.
“Russian Standard has added a massive £2.4m worth of value to the category and we are now looking to build on this outstanding success throughout 2008.”
The ad will run across all commercial terrestrial channels and multichannel creating an average six to seven opportunities to see among Russian Standard's key target audience.
“The core task for Russian Standard is to build on the success of the launch and continue to establish a brand proposition within the market,” said Corris.
“Throughout 2008, Russian Standard will be looking to differentiate itself from its close competitors in terms of taste and brand experience by focusing on its unique attributes – authentic Russian heritage, flavour and unparalleled smoothness.”
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