Allied Domecq is launching a new advertising campaign for Stolichnaya vodka that "celebrates little truths among friends" and targets 21- to 29-year-old men, replacing a year-old effort that featured origami crafted from its colourful labels.

Publicis/Hal Riney San Francisco created the campaign, which will feature black-and-white photography and make its debut in the July issues of magazines including GQ, Maxim and Playboy. Billboard and radio advertising in 10 metropolitan areas is also part of the mix.