Pernod puts the W into vodka

09 June, 2008

Pernod Ricard is doing its bit to improve Anglo-Polish cultural relations as part of new marketing drive for its Wyborowa vodka brand.

Pernod will spell vodka with a ‘w’ as it is in Poland, in order to emphasise the brand’s authentic Polish credentials.

The new campaign, targeted at premium vodka drinkers aged 25-35, will be the biggest since Wyborowa’s launch in the UK.

Jo Spencer, head of marketing for light spirits at Pernod Ricard UK, said: “Wyborowa is currently the fastest growing vodka in the UK, so we felt it was the perfect time to launch a piece of activity which truly differentiates the brand from the competition.”

In the off-trade, 120,000 bottles of Wyborowa Pure will carry the ‘Wodka’ message in a style based on the advertising creative work, according to Pernod.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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