The primary issues for Stolichnaya were that brand name awareness was low as was correct pronunciation. As a challenger brand in the premium vodka market they needed to differentiate themselves from the market leader and position themselves as THE authentic Russian vodka. To connect with their primary audience of 25-35 males efficiently and effectively Stoli had to infiltrate places where their key audience were, namely gigs and live music events, something which is the heartland of Commercial Radio. Find out more...

To drive awareness of this classic brand.