It is targeting trade media for the brand’s launch in bars in April. The first consumer push is planned for September to coincide with a London visit from the firm’s honorary chairman General Mikhail Kalashnikov, the inventor of the AK-47 gun. Talk Loud will handle the £50,000 PR spend for an initial 12-month period.
Talk Loud MD Addie Churchill said men’s magazines feature prominently in its media relations plans, although it will also appeal to women.
The company is planning three further spirit launches in the next two years.
The win is a boost for Talk Loud, which shrunk from 20 staff when Churchill went on maternity leave at the end of 2001. It relocated to Norfolk in October with three staff, as well as consultant Paola Farino in London.
‘After 12 years building it up, I wasn’t about to walk away,’ said Churchill, ‘but I will not overstretch myself.’
Talk Loud was appointed without a pitch but spent two years on the account for Polstar Vodka, for which Kalashnikov branding and co-director David Bromidge worked.