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GLOBAL: SPI Group launches online Stolichnaya campaign

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SPI Group has launched a marketing push for its Stolichnaya vodka, inviting consumers to upload their own videos to the brand's website.

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The seven-week campaign, called ORGNL.TV, will cover the US, UK, Greece, Austria, Mexico, Canada, UAE, Lebanon and Australia, The company said yesterday (5 September). It has been launched this week with the help of musicians RJD2 and Nina Sky, who have uploaded their own self-made videos to the Stolichnaya site.

Consumers are asked to upload content in-line with Stolichnaya's global advertising campaign, The Most Original.

“This multi-faceted project offers individuals the opportunity to not only gain insight into the creative process of notable artists but also gives our fans a space in which they can share and explore their own originality,” said SPI Group CMO Marco Ferrari. “This will further reinforce the brand’s new advertising campaign through a more active form of originality.”

Six finalists selected by online users will be invited to attend a live music, art and fashion show in New York in December.

Last month, SPI hit back at a Dutch court's decision to return Stolichnaya brand rights to the Russian government. SPI branded the decision “unfounded in both the facts and the law”.


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