Wyborowa campaigns for no V in Wodka
Polish vodka Wyborowa has launched a new tongue in cheek campaign to tell consumers "there's no V in Wodka".
The campaign represents the largest advertising spend since its UK launch and draws its inspiration from the historical fact that vodka initially came from Poland, where it is called "Wodka".
The campaign is targeted at premium vodka drinkers, aged between 25 and 35 years old.
Jo Spencer, head of marketing for Light Spirits at Pernod Ricard UK, said: "This campaign is all about shaking up the vodka market with eye-catching, contemporary and subversive activity that demonstrates the light heartedness of the brand, while also emphasising Wyborowa's authentic Polish credentials."
The campaign will kick off in June with both above and below the line activity, designed to announce the "Mowement" to consumers.
It begins with a London-focused advertising campaign across print titles, radio and online media featuring a tailored promotion on XFM radio, a cover wrap of the Metro newspaper and insertions in a range of glossy titles, including Time Out, ES Magazine and Grazia.
The brand will also sponsor Kinoteka Polish Film Festival.