As well as hosting a series of nationwide music gigs and film festivals, the vodka will be promoted via a high-profile advertising and sampling campaign.
The music-themed drive, Russian Standard Vodka Originals, kicks off later this month with two live gigs in Edinburgh and London. Headlined by British band the Noisettes, the shows will culminate in a celebrity-packed, Russian-themed aftershow party.
Consumers can attend the free ticketed events by entering a prize draw or registering for a pair of tickets at rsvoriginals.co.uk. The Noisettes concerts will be filmed exclusively for Channel 4 and broadcast later in the year.
Further activity in 2010 will include a free ticketed, nationwide film festival across five major cities in the UK at independent cinemas, and a second wave of gigs in London and Edinburgh later in the year.
Joanne Birkitt, senior brand manager at First Drinks, said: ďBy pumping investment into the brand we hope to demonstrate our commitment to the market, encourage brand loyalty and drive trial with new drinkers.
ďMusic and film is the ideal platform to reach our target consumers and this campaign gives them the chance to really experience and interact with the brand, its heritage and core values.Ē?