US: Allied extends Stoli campaign to flavours
Allied Domecq is to extend its US advertising for Stolichnaya vodka into the brand's seven flavoured varieties.
The Stoli "Little Truths" campaign, which was launched in June 2003 to support the base Stolichnaya brand, is now expanding to include a print advertisement for Stolichnaya's flavours, including Ohranj (orange), Razberi (raspberry), Vanil (vanilla), Strasberi (strawberry), Persik (peach), and the two newest flavors, Cranberi (cranberry) and Citros (citrus).
The ads are created by Publicis/Hal Riney San Francisco.
"By commenting on the importance of variety in life, the ad encourages consumers to experience the variety of Stoli flavors," said Rennie Solomito, vice president, marketing for Stolichnaya at Allied Domecq Spirits, North America.
The ad will appear in such leading national magazines as Entertainment Weekly, Maxim, Playboy, Stuff and FHM.
The "Little Truths" campaign was influenced by insights generated from a multimillion-dollar global consumer segmentation study conducted for Allied Domecq.
"The study helped to identify Stoli's prime consumer target and drinking occasion - adult men (primarily 21-29 years old) who are enjoying a night out with a small group of close friends," Solomito said. "Extensive qualitative research subsequently revealed the ownable, relevant essence for Stoli, which is truth, based on the fact, that Stoli is authentic Russian vodka."
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