Stolichnaya Mixes Genuine Russian Vodka With the Art of Origami in Breakthrough Ad Campaign -- First New Campaign Since 1996 --.

Business/Lifestyle Editors

WESTPORT, Conn.--(BUSINESS WIRE)--Feb. 21, 2002

A provocative and playful new ad campaign promises to create a stir among vodka-loving consumers this spring for Stolichnaya, America's premier genuine Russian vodka.

Surreal, colorful images of elegant origami animals "crafted" from Stolichnaya labels will literally bring the brand to life in a wide variety of consumer lifestyle, travel, and gourmet publications. The $30-million marketing campaign created by BBDO Chicago, targets a slightly younger audience (men and women ages 25-34) than the current Stoli(R) customer and invites them to "see what unfolds."

The unique campaign is the first major advertising effort for Stolichnaya by Allied Domecq Spirits and Wine North America, importer of the brand since January 2001. It is designed to help Stolichnaya solidify its leadership position in North America's $3-billion vodka industry. "The combination of Russian vodka and origami seems shocking, at first, and will certainly cut through the clutter of traditional bottle-focused liquor advertising," said Joanne Kletecka, group brand director, Allied Domecq Spirits and Wine North America. "The timeless, disciplined art of origami is a perfect match for the traditional Russian distillation process that has produced the unique Stolichnaya taste."

Allied Domecq has more than doubled the annual budget allocated by the brand's previous importer. "A big issue with Stolichnaya has been the level of investment, and therefore the level of top-of-mind awareness for the brand," said Kletecka. "We are now addressing both fronts."

The print campaign kicks off with ads in the spring issues of top contemporary magazines including People, Vanity Fair, Talk, New Yorker, Vogue, Cosmopolitan, Men's Journal, GQ, Playboy, Details, Rolling Stone, US Weekly, Interview, National Geographic Traveler, Food & Wine, Gourmet and others.

The highly artistic ads feature animals such as butterflies, an eagle and a frog -- depicted in three-dimensional origami using various Stolichnaya labels. The origami animals are showcased in a variety of natural, outdoor settings, devoid of any bottle shots.

Featuring several specially commissioned origami pieces created by Joseph Wu, a Vancouver-based origami artist and multimedia producer, the ads stress the brand's unique qualities. In a market cluttered with vodkas du jour, Stolichnaya stands alone with its distinct taste and genuine Russian heritage. The origami animals, crafted with Stolichnaya labels, were photographed in their "natural" settings. The animals "pop" out of the background the same way the Stolichnaya brand distinguishes itself in a crowded category.

"Like the unique origami species featured in the ads, the Stolichnaya brand is a rare breed that stands out on a crowded shelf," said Gordon Robertson, group creative director at BBDO Chicago. "No other vodka has Stoli's strong Russian heritage and distinct, traditional taste."

The ads were shot by Jonathan Kantor, a New York-based photographer chosen as one of the best in his field in "30 under 30" by Photo District News. "It is exciting to be a part of a campaign which pushes the two-dimensional aspects of print photography into the third dimension! I enjoyed thinking in terms of different elements, creating various planes and merging multiple pictures together to create an almost surreal sense of perspective," said Kantor.

Origami, the Japanese word for paper folding, actually has a separate Russian tradition, dating back to the late 1980's. The art took off after 1991 with the fall of the Soviet Union and the creation of the Russian Origami Center. With the launch of several Russian origami magazines, the art form has now become a social and cultural phenomenon.

Stolichnaya is the number one vodka brand worldwide -- with 55 million cases sold in 1999 -- and the second largest imported vodka in the United States with more than 1.3 million cases. Stolichnaya vodka is available at beverage alcohol retailers across the United States for approximately $17 - $30. Stolichnaya, the first company to introduce flavored vodkas to the U.S. market, offers five flavored vodkas, Stolichnaya Gold and traditional Stolichnaya.

Allied Domecq Spirits and Wine North America, based in Westport, Conn., is a division of Allied Domecq PLC. Allied Domecq is a dynamic, marketing-led brands business which operates globally in spirits and wine and quick service restaurants. Powerful and exciting brands drive profitable growth and strong consistent cash flows. In addition to Stolichnaya, leading North American brands include Kahlua, Sauza Tequilas, Beefeater, Canadian Club, Courvoisier, Maker's Mark, Midori, Hiram Walker Liquers, Carolans, and Don Pedro and Presidente brandies.

BBDO Chicago is one of the largest advertising agencies in Chicago. In 2000, agency billings were $402 million. The agency employs 250 people. BBDO Chicago's clients include: Allied Domecq (Stolichnaya, Kahlua and Beefeater); American Dairy Brands; Amurol Confections; Bayer Corporation (Aleve, Aleve Cold & Sinus, One-A-Day, Flinstone's and Bugs Bunny Vitamins, Midol, and Rid); Illinois Department of Commerce and Community Affairs; and the Wm. Wrigley Jr. Company.