Russian Standard Vodka has revealed plans to launch a £2.5 million marketing campaign designed to ‘Raise Your Standards’ in Vodka.

The campaign, which launches in May, includes adverts in outdoors sites across key cities and brand activation at summer Festival events as well as in-store activation linked to the World Cup.

Russian Standard is also set to debut its new drinks personalisation experience ‘Mule Market’ at select festivals including Latitude, Kendall Calling and Blue Dot, as well as partnering with the UK food and drink festival, Foodies.

The ‘Raise Your Game’ in-store promotion – linked to the 2018 FIFA World Cup – will launch in Tesco, Sainsbury, Asda and Morrison’s stores, where consumers can enter a prize draw to win a number of items to help them enjoy this year’s World Cup matches. Prizes include Toshiba 4K Smart TV’s and a range of Russian Standard Vodka options.