Stoli Takes Page From Coors Light’s Playbook

from Adweek: Stolichnaya wants to own “cold.” After a campaign that celebrated “little truths” found during a night out, the premium vodka brand has refined its positioning with an effort touting the fact that Stoli tastes best chilled.
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Allied Domecq bought the brand in 2001. Since then, it has been researching how the target 21- to 29-year-olds relate to vodka brands.
“They were looking for a true, authentic product and any research we’ve done says true vodka is Russian,” said Joanne Kletecka, brand director at Stoli.

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About David Burn

Native Nebraskan in the Pacific Northwest. Chief Storyteller at Bonehook, a guide service and bait shop for brands. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.