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Ukrainian Vodka to Join Field of Super Premiums

  • Ad Age, Monday, April 17, 2006 12 PM
This summer the hot world of super-premium, imported vodka is about to get hotter. In August, Ukrainian vodka giant Soyuz-Victan will launch a $10 million marketing effort to support the introduction of SV Supreme to seven U.S. markets. The list includes New York, Los Angeles, Chicago, Boston, San Francisco, Miami and Dallas. The brand will compete with other super-premium brands like Grey Goose and Chopin. The campaign will include multiple elements. The marketer has hired McCaffery Gottlieb Lane, New York, for creative duties; Euro RSCG Magnet, New York, for public relations; Brand Action Team, Avon, Conn., for marketing and promotions; and Next Level, Westport, Conn., for on-premise work. The company said the plan calls for most of the budget to be spent on out-of-home and on-premise media as the company attempts to distinguish itself in an increasingly crowded luxury vodka field. The strategy calls for SV Supreme to try to differentiate itself in two ways. First, all creative work will pitch its allegedly smooth taste, using the slogan "You just know when it's silk." Second, Soyuz hopes a rocket-shaped bottle will help it stand out on bar shelves. The goal is to sell 20,000 cases this year, and reach 1 million cases by 2010.

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