STO nets direct task for Kremlyovskaya

Sharpen Troughton Owens Response has won the direct marketing task for the launch of Kremlyovskaya Vodka in the UK.

STO picked up the brief after triumphing in a three-way pitch against undisclosed agencies. The agency will be charged with handling all below-the-line communications, including in-bar and outside customer communications for the Russian vodka brand in the UK.

The agency has been charged with promoting the brand's "toast of New Russia" positioning among people who have not tried the drink before.

The brand, which is distributed by the Russian export company SPI Group, launches in the UK this month. Rainey Kelly Campbell Roalfe/Y&R was appointed to handle the £2 million advertising business in June after it won a pitch against DDB London and McCann Erickson.

SPI also owns the rights to Stolichnaya Vodka, which is already available in the UK. Kremlyovskaya, or Kremly, is already available in European markets such as Belgium and Spain. It is one of the most popular vodkas in Russia, where it is known as the "vodka of the Kremlin". It is also launching in Hong Kong, China and Greece.