Multi-million spend on Russian Standard launch

19 October, 2007

First Drinks Brands is pouring ú5 million into advertising for the UK launch of Russian Standard vodka .

The promotional push

is ambitiously designed to position Russian Standard as number one in the premium

market.

A series of TV ads will screen on ITV, C4, C5, Sky, MTV and UKTV Gold from now until December, and inserts will run in consumer magazines including GQ, Glamour, Elle and Arena. The push will also include a programme of PR activity and point of sale promotions.

First Drinks' managing director Chris Mason said: "We have ambitious growth plans over the next five years with the commitment and resources to shake up the UK vodka sector and take Russian Standard vodka to the top spot in the UK premium vodka category.

"The advertising is simple and effective in its messaging and clearly communicates the brand values to its target consumers to create demand now and into the future."

Originally launched in Russia in 1998, the three-strong range consists of Original, Platinum and Imperial.




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