The SPI Group, owners of the Stolichnaya Vodka Trademark, announced that it has awarded its global integrated marketing and branding account to Ogilvy New York.
Andrey Skurikhin, a co-owner of SPI-Group said: "SPI Group is at a very important stage now – we are restructuring our distribution system and marketing in a significant way with the very clear objective to grow our sales internationally and in the U.S. in particular over the next five years. This goal requires strengthening all elements of our business – increasing our presence locally, developing the effectiveness of our trade relations, refreshing the brand’s DNA and improving both the qualitative and quantitative elements of our advertising and communications. Undoubtedly, we require the highest level of agency involved in such changes. During the pitch, Ogilvy delivered everything that Stoli needs today – creativity, speed, flexibility, competitiveness and devotion. I am sure that Ogilvy’s approach will be the right one to support our plans."
Stolichnaya is seeking to build on its heritage and expand its target audience to include adult trendsetters. Carla Hendra, Co-CEO Ogilvy North America and Chairman Ogilvy New York said, "The chance to transform the Stolichnaya brand is irresistible. Ogilvy’s creativity and deep consumer insights were what led to a creative idea that we believe will allow ‘Stoli’ to reach new heights as the vodka market continues to expand."
For Stolichnaya, Ogilvy is planning a far-reaching marketing effort that taps into a wide range of new and traditional media outlets. The agency will create a new positioning, brand architecture and creative campaign for worldwide distribution.