Stoli announces ‘total redesign’

Stoli has announced the launch of a new multi-million marketing campaign promoting the “total redesign” of its website, print, and out-of-home advertisements.

Named “THE Vodka”, the campaign is intended to position Stoli apart from an industry it said is “flooded with the superficiality of over-designed bottles and over-idealized lifestyles” while declaring Stoli to be “THE” vodka.

Lori Tieszen, CMO of Stoli Group USA, said: “‘THE Vodka’ campaign firmly supports Stoli’s commitment to stay true to our longstanding heritage and unwavering focus on what is the most important—the spirit inside the iconic Stoli bottle.

“This campaign represents what people crave from their vodka: something authentic; something bold; something real.”

The campaign launched yesterday in the US with a total redesign of the brand’s website, print campaign, and out-of-home advertisements and will later be rolled out in global markets.

Jorge Calleja, global group creative director of The Martin Agency, which has produced the campaign, said: “One of the best examples of Stoli’s authenticity is their iconic label. Unlike the many over-designed vodka bottles you see on shelves today, Stoli has been consistent and stayed true to its character since the beginning.

“We wanted to showcase the iconography that has made Stoli ‘THE Vodka’ and explore the difference between what it means to be artificial vs. authentic. Do you want to have ‘a’ night or ‘THE’ night? Do you want to drink ‘a’ vodka or ‘THE Vodka’?”

As part of the campaign a series of animated videos illustrated by renowned graphic novelist and designer Andrew Rae will be released every week through the brand’s social media through to the end of the year.