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Musical campaign for Russian Standard Vodka

Russian Standard Vodka is launching a new marketing campaign involving music and film, entitled Originals, which will feature British band The Noisettes.

The brand has invested £6 million in the drive, which is its first major marketing push this year.

The aim of the UK campaign is to drive brand awareness by allowing consumers wide-ranging access to a variety of film and music festivals. The events are free but would-be attendees will have to enter a prize draw by registering online.

Those that win tickets and purchase at least four Russian Standard Vodka drinks at a show will also receive a privilege card which will give them priority access at other events scheduled to take place during the year.

Joanne Birkitt, senior brand manager of Russian Standard Vodka at First Drinks, said: “Russian Standard has seen significant growth across the UK in the past year and is the only premium vodka brand in growth – in both volume and value.

“By pumping significant investment into the brand in 2010, we really hope to demonstrate our commitment to the UK market and encourage brand loyalty with existing fans and drive trial with new drinkers.

“Music and film is the ideal marketing platform to reach our target consumers and this interactive campaign gives them the chance to really experience and interact with the brand, its heritage and core values.”

The first gigs will take place on the 19 and 20 May at the HMV Picture House in Edinburgh and the HMV Forum in London respectively. The Noisettes will be headlining supported by breakthrough act Chew Lips.

The gigs will be filmed for Channel 4 and broadcast later in the year, helping to raise the brand’s profile even further.

The first acts will be followed by a nationwide film festival at independent cinemas in five major cities and a second wave of gigs in London and Edinburgh throughout the rest of the year.

Rupert Millar, 12.05.2010

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