Whyte and Mackay is relaunching Vladivar vodka in a bid to challenge the stranglehold on the market by Diageo’s Smirnoff.
The company said the lion’s share of a £50m marketing investment behind its portfolio would be spent on restoring Vladivar’s fortunes.
The main thrust of the drive will come in the form of the spirit’s first TV creative in a decade, designed to “create a personality for the brand”. Breaking in November, it will carry the line ‘Some people have just got it’ to communicate its “stylish” credentials. Vladivar
brand manager Fiona Kennie said: “The campaign is bold and confident. It’s straight talking and aimed at people going out on a Saturday night for a good time.”
The company added that it was keen to chase Smirnoff’s position in the market through “persuasion rather than price”.
A senior buyer at a leading multiple said: “The market is crying out for a strong contender to take on Smirnoff. The only question is whether Vladivar is the one that can do it, because it has already tried and failed.”
Meanwhile, Whyte and Mackay is also launching a new extension to its Dalmore malt whisky range. In partnership with sherry producer Gonzalez Byass, the company is launching the Dalmore 1973 Vintage Sherry Cask Finish as a limited edition line which will retail at £89.99.
Justin Penman, marketing manager for malts at Whyte and Mackay, said: “This addition demonstrates how we are developing the range by linking with world-renowned drinks brands to create consumer interest.”
The company said the lion’s share of a £50m marketing investment behind its portfolio would be spent on restoring Vladivar’s fortunes.
The main thrust of the drive will come in the form of the spirit’s first TV creative in a decade, designed to “create a personality for the brand”. Breaking in November, it will carry the line ‘Some people have just got it’ to communicate its “stylish” credentials. Vladivar
brand manager Fiona Kennie said: “The campaign is bold and confident. It’s straight talking and aimed at people going out on a Saturday night for a good time.”
The company added that it was keen to chase Smirnoff’s position in the market through “persuasion rather than price”.
A senior buyer at a leading multiple said: “The market is crying out for a strong contender to take on Smirnoff. The only question is whether Vladivar is the one that can do it, because it has already tried and failed.”
Meanwhile, Whyte and Mackay is also launching a new extension to its Dalmore malt whisky range. In partnership with sherry producer Gonzalez Byass, the company is launching the Dalmore 1973 Vintage Sherry Cask Finish as a limited edition line which will retail at £89.99.
Justin Penman, marketing manager for malts at Whyte and Mackay, said: “This addition demonstrates how we are developing the range by linking with world-renowned drinks brands to create consumer interest.”
No comments yet