Farewell to

The original RTD, Hooch, is to be pulled from our shelves

VLADIVAR, the number two vodka brand by value in the UK, is to launch its very first TV advertising campaign just in time for the Christmas spirit boom.

The brand is owned by Whyte and Mackay, whose other brands include the Whisky labels Whyte and Mackay, The Dalmore and Isle of Jura, and the campaign is part of the £50m core brand investment that the company has undertaken.

The advert stars underground pop star Har Mar Superstar with the strapline: "Some people have just got it."

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Fiona Kennie, brands manager for the company, said that the campaign was aimed at creating a real personality for the brand.  "These ads should develop a real emotional connection," she explained.

Christmas is a key time for the spirits market, especially for branded products, and the up-weighted activity at this time is intended to achieve a greater share of voice in this all-important season, said a company spokesman.

The ad campaign will be supplemented with an outdoor six-sheet poster campaign throughout the UK and "director’s cut" e-mails.