Russian Standard, Russia’s number one premium vodka will be launching its 2008 activity with a £2.6 million national TV advertising campaign. After a highly successful launch in October 2007, Russian Standard has already established itself as the UK’s seventh largest vodka brand in terms of percentage value share in the off-trade.

The new TV campaign forms part of an £8 million investment in the brand that will drive sales and awareness and cement Russian Standard’s position as a major player in the UK premium vodka market. The advertising will launch on 17 March for 6 weeks.  The campaign will achieve 80% coverage amongst the brand’s target audience of aspirational 18 to 34 year olds. “The recent Russian Standard launch has proved to be the most successful vodka launch of the past three years", says Andy Corris, senior brand manager for Russian Standard at First Drinks Brands.  “Russian Standard has added a massive £2.4 million worth of value to the category and we are now looking to build on this outstanding success throughout 2008.”

The 20-second ads have been styled to reflect Russian Standard’s authentically Russian credentials and communicate the brand’s premium values and heritage to its consumers. The ad will run across all commercial terrestrial channels and multichannel creating an average 6 to 7 opportunities to see among Russian Standard’s key target audience. “The core task for Russian Standard is to build on the success of the launch and continue to establish a brand proposition within the market,” says Andy Corris.  “Throughout 2008, Russian Standard will be looking to differentiate itself from its close competitors in terms of taste and brand experience by focussing on its unique attributes – authentic Russian heritage, flavour and unparalleled smoothness.”