Vladivar New Responsible Drinking Campaign
Date Posted: 18 Oct 08
Posted By: Paul Caffell
Keywords: None
Following the hugely successful rebranding of Vladivar vodka, the brand has revealed its new £1 million advertising campaign which uses humour to promote a quality over quantity drinking message.
The country’s number two vodka in the on-trade* has placed the moderation message at the heart of its new campaign in an effort to promote the new look brand whilst also persuading drinkers to think carefully about what, and how much they drink.
The “quality not quantity” campaign will appear on giant 48 sheet billboards across the country from the 18th of October, as well as magazines, press, online and in outlet point of sale through the Christmas period.
Vladivar said it was planning a series of spoof adverts designed to show what could happen when people drink too much. The first advert has a striking image of a man and gorilla snuggled intimately together in a zoo cage the morning after the night before.
Vladivar marketing director Nick Gaskin said: “Past and existing responsible drinking campaigns have helped raise awareness about responsible drinking. But we felt, and our research showed, that there was a role for humour in engaging drinkers in this important issue.”
“We feel we are adding a new and different element to support government, industry and others in getting the message across. Vladivar is a fantastic quality vodka which should be sipped, savoured and enjoyed, which is why we feel the quality over quantity message is a perfect fit for the brand and for a responsible consumption campaign like this.”
Vladivar is also planning additional activity with customers in both the on and off trade, and directly with consumers, in an effort to persuade drinkers to treat alcohol with more respect.
Since relaunching the new look Vladivar bottle in June, the brand has gone from strength to strength. Gaskin concluded: “We are offering one of the best quality vodkas on the market which is both stylish and affordable. This has been welcomed by the trade because it offers them additional choice. Initial signs are extremely positive with strong growth since the rebranding. This new campaign will ensure that this momentum continues.”
Ends
* Nielsen GB On Trade Volume % share MAT May 08
For further information contact:
Pamela Scobbie
Burt Greener Communications
T: 0141 248 6007 / 07792253799
e: pam@burtgreener.co.uk
Jill Inglis, UK Communications Executive, Vladivar Vodka
T: 0141 249 6338 / 07736 365247
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