Maxxium UK is committing £1.2 million to the first multi-media advertising campaign for its vodka brand Vladivar for five years.
The TV, press and outdoor campaign, based on the theme “Some people have just got it”, stars underground singer Har Mar Superstar and breaks on the 17th November.
Har Mar Superstar, famous for performing in little more than a pair of Y-fronts, is acquiring something of a cult status in the UK. A classically trained musician, he has been making a name for himself on the club scene.
Maxxium hopes the singer will appeal to Vladivar’s core audience of 18- to 24-year-olds who make up nearly 40% of the UK’s vodka drinking market.
Maxxium UK brand manager for Vladivar, Gordon Muir said, “This is a considerable investment for us and one that signifies our aspirations for Vladivar. Coupled with extensive on and off trade activity, the campaign aims to raise brand awareness, boost sales and create Vladivar’s biggest Christmas ever.”
The campaign includes national coverage on terrestrial and satellite TV supported by outdoor executions in key city centre locations and will run over a six-week period from the 17th November until 31st December.
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