Allied Domecq has unveiled the second phase of its US$30m marketing campaign for Stolichnaya, the Russian vodka, currevntly at the centre of a well documented ownership dispute.

The "See What Unfolds" campaign will see an array of out-of-home advertisements such as giant images of colourful origami eagles, butterflies and swans, crafted from Stolichnaya labels.

Allied Domecq, launched the innovative origami campaign as part of marketing efforts valued over US$30m.  "When we first started working with Stolichnaya in January 2001, we pledged to invest significant resources behind the brand to generate awareness and drive sales," said Joanne Kletecka, group marketing director of Allied Domecq. 

"This outdoor component to the marketing mix adds a new dimension of excitement to the provocative print campaign, one that is certain to capture attention during the key summer selling season."

The out-of-home advertisements can be seen from May through August in cities such as New York, Chicago, Boston, Dallas, Tampa, Miami and Denver.

Kletecka said: "The campaign is groundbreaking and iconic with its lack of bottle shots and drink recipes." Kletecka continues, "The creative execution and savvy placement of the out-of-home advertisements will stand out from the competitive set and keep Stolichnaya top-of-mind among our target consumers."

Stolichnaya is currently at the centre of a fierce legal battle between the Russian State and drinks company Soyuzplodimport. The fight threatened to spill over into the US last month, when it emerged that Allied may face a lawsuit over its distribution rights t the brand.