Subscriber login Close [x]
remember me
You are not logged in.

Vladivar launches £1 million ad campaign to promote new look

Published:  16 October, 2008

Vladivar vodka has revealed a £1 million advertising campaign themed around responsible drinking.

Vladivar vodka has revealed a £1 million advertising campaign themed around responsible drinking.

The brand, the UK's number two vodka in the on-trade has placed a "moderation" message at the heart of its new campaign in an effort to promote the new look brand, which it unveiled in June.

The "quality not quantity" campaign will appear on giant 48 sheet billboards across the country from October 18 and through the Christmas period, as well as in magazines, the press, online and at point-of-sale.

Vladivar has planned a series of spoof adverts designed to show what could happen when people drink too much. The first advert has a striking image of a man and gorilla snuggled intimately together in a zoo cage the morning after the night before.

Vladivar marketing director Nick Gaskin said: "Past and existing responsible drinking campaigns have helped raise awareness about responsible drinking. But we felt, and our research showed, that there was a role for humour in engaging drinkers in this important issue."

"We feel we are adding a new and different element to support government, industry and others in getting the message across."

Vladivar is also planning additional activity with customers in both the on and off-trade, and directly with consumers, in an effort to persuade drinkers to treat alcohol with more respect.

Keywords: