Russian Standard and Morgan’s Spiced get summer pushes

Two spirits will be getting summer promotions. The Russian Standard campaign will include lucky vodka drinkers winning VIP plane tickets to Moscow, iPods and other prizes. Meanwhile Diageo is spending £3million on a campaign to raise awareness of its Morgan’s Spiced brand.

The Russian Standard £1.2 million integrated campaign will emphasise the Russian provenance of the brand and aims to win over 45,000 new drinkers. The adverts will be seen in music magazines, music radio stations and online. Russian Standard, or Russky Standart, was established in 1894, and was distilled to the Tsar's premium quality standard, with the use selected ‘golden grains of wheat from Russia's heartlands’ and ‘pure glacier water from the frozen North’.

The Morgan’s Spiced campaign includes a ‘tongue-in-cheek’ advert where thirsty ‘Modern Adventurers’ go on an ‘epic’ journey to a local bar to sample the rum. The adverts will be shown in cinema and TV and later within newspapers. They will be seen across Scotland and the north of England. Morgan’s Spiced is distilled with local molasses in Jamaica and is shipped to Menstrie in the heart of Scotland where it is put into charred oak casks and aged.

Like the Russian Standard campaign, the Morgan’s Spiced promotions will include sampling opportunities and a new website: www.morgans-spiced.co.uk. Russian Standard’s new website is www.meettherussianstandard.co.uk. Its sampling activity will take place at 200 ‘top-end venues’ and 600 POS kits will be distributed across the UK.

30 June 2009