Stolichnaya kicks off global ad pitch

by Noel Bussey, Campaign 25-Apr-08

Stolichnaya, the Russian vodka brand, has called a review of its global advertising account.

A representative for SPI, the brand's Russian owner, has contacted
London agencies with a view to putting together a longlist to pitch for
the business.

The winning agency will be asked to create a campaign that will

initially run in the US and the UK before being rolled out

internationally.

The work is expected to prompt a change from its current advertising
strategy, which is based around Soviet-style themes, and instead focus
on more contemporary communications.

The company is looking to extend its consumer base in new markets, as
well as cement customer loyalty in existing regions.

Last year, SPI doubled its digital marketing budget to £1.5
million on the back of securing increased distribution rights in global
markets.

Stolichnaya is currently distributed by Pernod Ricard in the UK, and
Publicis is the incumbent on the account as part of its remit as a
Pernod Ricard roster agency.

However, the drinks giant has recently acquired the Vin & Spirit Group,
the owner of Absolut Vodka, from the Swedish government for EUR5.63
million after a four-month auction.

Stolichnaya is likely to have to secure a new UK distribution
arrangement as a result of the deal.