RUSSIAN Standard is back on TV screens this summer.
Part of the ‘vodka as it should be’ campaign, the TV ads show “dramatic” close-ups of a consumer sipping the vodka and will be backed by outdoor and cinema ads as well as social media activity on Facebook.
The Russian Standard Vodka Originals rewards programme, which gives consumers access to film and music, including a free festival of favourite movie classics and series of free gigs, will run for the second consecutive year.
Jonathan Stordy, chief executive of Russian Standard Vodka International, said the campaign aims to highlight the quality of the vodka, which is distilled in St Petersburg. “‘Vodka as it should be’ is a bold brand message, demonstrating the radical vision of [founder] Roustam Tariko – to share with the world what authentic Russian vodka should taste like,” he said.
“Not all vodkas are created equal and, in helping consumers to understand how pure premium vodka really should taste, we simply tell the true story about our wonderful brand.”
Senior brand manager Joanne Birkitt said the new campaign combines UK consumer insight with Russian Standard brand values.
“It will be executed in an effective multi-channel approach and represents the beginning of a new era for the brand in the UK,” she said.