The Union relaunches Vladivar vodka

The Scottish whisky group Whyte & Mackay is relaunching its flagship vodka brand Vladivar with a return to television advertising.

The campaign, developed by The Union, targets Vladivar's core audience of 18- to 24-year-old vodka drinkers. The portly American alternative pop star Har Mar Superstar fronts the ads.

The 30-second spot features Har Mar Superstar dressed in various costumes in different scenes - such as riding an automated bucking bronco and dressed as a posh tennis player - explaining why he is the new face of Vladivar.

The strapline runs: "Some people have just got it."

"Vladivar is the number-two vodka brand in value terms and has held its position with little consumer communication over the past three years," Glen Gribbon, the brands director at Whyte & Mackay, said.

"We believe it has huge potential and, as part of the £50 million investment in our core brands, we have developed a new TV campaign for Vladivar," he added.

The ads, which encourage drinkers to debunk everything that is pretentious and over-inflated in life, will be shown on Channel 4, regional areas of five, and Scottish TV as well as national satellite channels.

The relaunch also sees a national outdoor six-sheet poster campaign and viral versions of the TV ad.

The commercials were written by Adam Smith and art directed by Mark Williams.

Ruben Fleischer directed through the production company Stink. Media planning and buying is by Feather Brooksbank.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).