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.