Pernod Ricard is banning the letter V as part of the biggest advertising drive for vodka brand Wyborowa since its UK launch in 2001.
The company hopes to capitalise on the brand's Polish roots in the "there's no V in Wodka" campaign, launched this week.
"It is all about shaking up the vodka market with eye-catching, contemporary and subversive activity ," said Jo Spencer, head of marketing for light spirits.
The campaign will include London-based radio, poster and print advertising. The brand will also sponsor the UK's Kinoteka Polish Film Festival, renamed Festiwal, as part of the campaign.
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