RUSSIAN STANDARD VODKA UNVEILS NEW ADVERTISING CAMPAIGN IN AUSTRALIA
Announcement posted by Jagermeister 31 May 2012
MEDIA RELEASE
RUSSIAN STANDARD VODKA UNVEILS NEW ADVERTISING
CAMPAIGN IN AUSTRALIA
31 May 2012
Russian Standard Vodka, the global leader in authentic Russian premium vodka, is set to unveil its new international advertising campaign in Australia, launching Sunday 3 June with a high-impact TVC placement on free-to-air, subscription and digital television. It will be supported by a $2.5 million multi-tiered advertising program across TV, social media and retail promotions.
The new campaign, first aired in the UK in May, and now rolled out across 27 markets, conveys Russian Standard Vodka’s new communication platform, ‘Vodka as it should be’, driven by a positioning and brand vision crafted by Russian Standard Vodka’s founder, Roustam Tariko, who created the brand in order to share his passion for the true experience of premium Russian vodka with the world.
The creative is a sensual journey of discovery, conveyed in a series of dramatic close-ups beautifully shot by Director Howard Greenhalgh and his team, where the consumer takes a sip of the premium Russian vodka.
Jonathan Stordy, CEO of Russian Standard Vodka International commented: “‘Vodka as it should be’ is a bold brand message, demonstrating the vision of Roustam Tariko; to share with the world what authentic Russian vodka should taste like. 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.”
Fred Duarte, brand manager Russian Standard Vodka said: “We are truly excited to launch our new Australian marketing campaign. The television creative will be complemented by digital placements through the VEVO network, a social media campaign engaging in Russian Standard Vodka’s core Australian consumers and below the line executions in the on and off premise.”
Russian Standard Vodka’s new advertising campaign was created by the London based independent creative team at My Agency. The 30-second TVCs will run from 3 June until 22 December 2012.
Suntory (Aust) Pty Ltd, a subsidiary of Suntory Liquors Limited Japan, has a portfolio of high profile premium spirit and liqueur brands in the Australian market such as Midori, Jgermeister, Cointreau, Tia Maria, Sierra Tequila, Remy Martin cognacs, Mount Gay Rum and Magners Irish Cider
-ENDS–
For further information, please contact Phoebe Jackson at Stellar* Concepts on 02 9281 8000 or phoebe@stellar.net.au
Notes to editors:
About Russian Standard Vodka
Russian Standard Vodka is the global leader in authentic Russian premium vodka. The Russian Standard vodka portfolio dominates the premium segment in Russia with a 50 percent market share and sales of 2.5 million cases in 2010 in Russia and more than 70 export markets across Europe, the U.S. and Asia.
Roustam Tariko, the founder of Russian Standard, introduced Russian Standard Original in 1998 as the first authentic Russian premium vodka. Russian Standard vodkas are made with only the finest Russian ingredients, conforming to the formula for vodka inspired in 1894 by famed Russian scientist Dmitri Mendeleev for Russia’s Czars.
Two years after launch, sales of Russian Standard Original surpassed all imported premium vodkas on the Russian market, leading to broad international expansion and the launch of Russian Standard Platinum in 2001, IMPERIA Vodka, the company's luxury brand, in 2004, and Russian Standard Gold in 2008.