By Andrew Starke
Ambitious premium vodka brand Russian Standard has added a new vodka to its Australian portfolio, while unveiling plans for a $2 million advertising campaign this summer.
Beam Global Australia said it would be ramping up its marketing activity for the brand over the summer months with a $2 million 'above-the-line' campaign.
The activity will involve targeted outdoor advertising, claiming this as a first for a premium vodka brand in Australia, alongside an integrated PR campaign.
“The upcoming activity is critical for Russian Standard Vodka as we continue to raise our awareness with consumers,” said Beam Global Australia senior brand and business manager, Andrew Skehan.
“The planned advertising and marketing campaign will give consumers a further understanding of what Russian Standard Vodka is, what it represents and how it differs to other vodka brands.
“Russian Standard Vodka is the only truly authentic global Russian vodka, it is Russia’s number 1 premium vodka, made with only the finest Russian ingredients. These are all messages we want to get across to consumers in a very cluttered and competitive market landscape.”
From November 7, Russian Standard Vodka will be working with media agency Razor to implement outdoor advertising on street furniture and bus shelters.
The targeted campaign will also include a high-impact bus-wrap in Sydney, and tram-wrap in Melbourne, both running on routes frequented by Russian Standard Vodka’s core audience.
Russian Standard Vodka has also recently partnered with ‘Live At The Chapel’ to present the live music event’s first and only show of 2010.
Since launching in 2009, Russian Standard Vodka has captured 5 percent of the vodka market in Australia.
“As Russian Standard Vodka expands in Australia, so does the family,” said Skehan.
“Research shows the desire for premium vodka is strong amongst Australian consumers, and we will continue to address this.”
Russian Standard Gold is the latest addition to Russian Standard Vodka’s premium portfolio in Australia, which also includes Russian Standard Original, Russian Standard Platinum and Russian Standard Citrus RTD.
Russian Standard Gold is available in Australia now for RRP of $46.99.