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STOLICHNAYA CRISTALL RUSSIAN VODKA'S NEW CAMPAIGN OFFERS THE BRAND'S 'REFERENCES FURNISHED UPON REQUEST'

 STOLICHNAYA CRISTALL RUSSIAN VODKA'S NEW CAMPAIGN
 OFFERS THE BRAND'S 'REFERENCES FURNISHED UPON REQUEST'
 WHITE PLAINS, N.Y., Oct. 29 /PRNewswire/ -- The phrase "References furnished upon request," most often found at the end of a resume or job application, will take on new meaning in an innovative new print and interactive advertising campaign for Stolichnaya Cristall Russian vodka. Beginning Sunday, November 1, discerning vodka connoisseurs will be able to check the brand's impeccable credentials by calling an 800-telephone number appearing on the print and out-of-home ads.
 Consumers who call 1-800-437-8654 will hear the voice of noted food and wine critic and broadcaster Anthony Dias Blue, offering his personal observations on the brand and furnishing several of the many rave reviews the imported vodka has received since its U.S. introduction in 1989. (In his column in Bon Appetit, Blue himself called Cristall "elegant and dense, with creamy texture and exquisite flavor, it is certainly the Chateau Lafite-Rothschild of vodkas".)
 The message concludes by requesting the caller's name and home address for a later mailing from Stolichnaya Cristall, Russia's finest and rarest vodka.
 "Stolichnaya Cristall's initial success here was built on the outstanding press reviews and great word-of-mouth among consumers and the trade," said Bob Schrijver, senior vice president of Calet, Hirsch & Ferrell, Stolichnaya's advertising agency. ""The 'References' campaign takes the power of Cristall's word-of-mouth awareness to a much larger consumer franchise."
 The campaign is an extension of the "Rave Reviews" bus shelter program that began this spring. Those posters listed many of the same reviews heard on the 1-800 message resembled an ad for a hit Broadway show or movie blockbuster. "With 'Rave Reviews' we carefully targeted consumers about to enter a key liquor store or busy, upscale restaurant; 'References' will have a similar 'rifle shot' approach to our potential consumers," said Schrijver.
 The "References" ads will initially appear as transit posters on Metro North and Long Island Railroad trains, as well as the promenades of Madison Square Garden and the Paramount Theatre. In early 1993, the campaign will be extended to city magazines and regional editions of national magazines in New York and California.
 The new campaign was created by Calet, Hirsch & Ferrell/New York, and the 1-800 component was conceived and executed by The Colligan Group; both companies are part of the Ross Roy group. Stolichnaya Cristall, Stolichnaya Russian vodka, Priviet vodka, and the flavored Stolichnaya vodkas -- Limonnaya (lemon), Pertsovka (pepper) and Okhotnichya (honey and herb) -- are imported exclusively into the U.S. by Monsieur Henri Wines, Ltd. of White Plains, N.Y.
 -0- 10/29/92
 /CONTACT: Lisa Kovitz of Hill and Knowlton, Inc., 212-697-5600, for Stolichnaya Cristall/ CO: Stolichnaya ST: IN: FOD SU:


PS -- NY001 -- 6427 10/29/92 09:14 EST
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Date:Oct 29, 1992
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