News: Wyborowa campaigns for no V in vodka

Pernod Ricard UK has launched a “subversive” promotional campaign for its Wyborowa brand with the message that “there’s no V in Wodka”.

The so-called “Mowement” includes promotional merchandise and specially designed cocktails in bars to drive visibility in the on-trade. Bottles of Wyborowa Pure will carry the “Wodka” message in the off-trade.

The campaign was launched last month (June) through print, radio and online media, including Time Out and Grazia magazines and Metro newspaper, as well as outdoor ambient activity featuring animated adverts on London Underground escalators and “propaganda”-style posters across the capital.

The activity, which is the biggest UK campaign since the brand was launched in the UK market, is targeted at premium vodka drinkers aged between 25 and 35.

To further emphasise the brand’s Polish history and culture, Wyborowa became sponsor of this year’s Kinoteka Polish Film Festival, which was rebranded as “Festiwal”. Taking place in May, it included a new Wyborowa Audience Award for best film.

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.

“This campaign is all about shaking up the vodka market with eye-catching contemporary and subversive activity that demonstrates the light-heartedness of the brand while also emphasising Wyborowa’s authentic Polish credentials.”