• by Karlene Lukovitz  @KLmarketdaily, March 14, 2017

Stolichnaya vodka is returning to television with its first new spot in seven years.

The ad (below), is an extension of the vodka brand’s long-running “THE Vodka,” its largest multimedia campaign to date.

The premise: Stoli isn’t just “a” premium vodka; it’s the premium vodka.

The new ad, from The Martin Agency, offers an energetic montage of Stoli drinkers engaged in activities meant to mark them as being as “bold, pioneering and original” as the vodka brand.

At the same time, Stoli is looking to convey to Millennials that it’s an “authentic, storied” brand by stressing its launch year, 1938, for the first time in its advertising, said Stoli U.S. brand director Russell Pareti. 

The 30-second spot will run on TV during live sports and late night in target markets starting March 13. Digital ads using the new creative will be seen on sports and lifestyle properties and premium full-episode players. The ad is also being featured on Stoli’s social media channels.

Stoli is looking to build on and accelerate growth for the mature brand after seeing sales increases in both 2015 and 2016, according to group USA president and CEO Patrick Piana.