Stoli uses social media to go back to its roots
Suntory Australia has awarded the creative and PR business of Stolichnaya to The Shop and Polkadot PR, respectively, as the company looks to take the premium vodka brand back to its roots.
A six month campaign will see Stolichnaya’s new agencies push the brand’s ‘genuine originality’ positioning, driven by social media.
Among the key elements is the ‘Stoli original fund’, a social community initiative that will reward originality and give three consumers a chance to put $1000 towards their original idea.
Other elements include the search for Stoli’s official bartender, offering the winner the opportunity to be involved in media events and sponsorship activation.
Frederick Duarte, brand manager, Suntory Australia, said: “Stolichnaya is steeped in rich Russian heritage over 100 years old and is well respected as a pioneering quality vodka brand. Stoli is believed to be the first vodka in space (care of the joint Russian-US space mission in 1975), the first used in a vodka martini (1934 martini competition at the Waldorf Astoria), was the first to commercially produce flavoured vodkas and the first to sell flavoured vodka to the US market in 1986.”
After all that stuff about the history of Stoli, it seems they’ve missed an opportunity to actually stand out in a category full of over-hyped marketing bullshit.
Not to mention the irony of using the most unoriginal social media idea possible. (and the tight assedness in only giving out $3000!)
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same idea smirnoff did years ago.
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Seriously how is that even a ‘campaign’? That will have almost no traction. as previous poster said $3k? Try adding a zero to that and you might get some interest.
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Next thing you’ll know they will be running a promotion where they post a photograph of Stoli in an usual place and ask their Facebook fans to guess where it is, with the eventual winner coming away a with a genuine Russian fur hat.
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As brand manager at Stoli, I can confirm that this is the first time in over two years that Stoli has actively rewarded our consumers’ loyalty in Australia. The Stoli Original Fund is an initiative that aims to uncover literally any type of original idea, no matter how big or small and is one component of a much bigger, integrated ‘Originality’ campaign that will roll out this year including an exciting international Stoli consumer campaign that will be launched at the end of 2011.
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