WESTPORT, CT: Allied Domecq is ramping up PR spending as part of a 30% marketing increase for its Stolichnaya line of vodkas.
The increase will occur during its current fiscal year, which ends next August.
The company has been working with the Los Angeles office of Hill & Knowlton on PR projects for Stoli and plans to continue doing so, said Jack Shea, PR director at Allied Domecq Spirits, North America.
PR plans call for a holiday promotion that sends Stoli ice cube trays that form cubes in the shape of shot glasses to radio stations for on-air mentions, Shea said.
Allied used that program last year in New York, Los Angeles, Chicago, San Francisco, Boston, Cleveland, Detroit, Miami, Philadelphia and Dallas.
PR also is being used to tout a new ad campaign, "Frozen," which launched October 12 for both regular and flavored Stoli offerings. The campaign stresses
Stoli's Russian roots and that it is best served at the freezing point.
"The challenge in the vodka category is there's so much activity," said Shea. [You must] make sure your message continues to be heard above the clutter."
In August, Allied unveiled results of a study it had commissioned that found correlations between flavors and personalities. It is using the survey to hold tasting events at straight and gay bars in Los Angeles and San Francisco. Consumers take quizzes at these events to determine which flavor of Stoli matches their personalities.