Marking the brand's first above-the-line activity spend in the UK, the ads will feature Icelandic singer Hafdis Huld. Running throughout June and July, the
ú1 million campaign will include static and interactive banner ads on internet sites, competitions to win a trip to Iceland and a
The campaign is designed to target 25-35 year old high frequency web-users who are traditionally difficult to reach, according to a spokesman.
Brand director Elwyn Gladstone adds: "People are getting fed up with pretentious vodka advertising. Iceland has huge relevancy to our target consumers and we wanted to give them the Reyka view on what Iceland is, the response so far has been phenomenal."