Polish vodka Żołądkowa de Luxe has kicked off a marketing activation in Germany, seven months after its debut in the country.
Owner Stock Spirits is centring the campaign around the tagline ‘Ehrlicher Vodka’ (honest vodka), which features explicit reference to the brand’s pronounceability. As well as a TV ad, the push also contains digital and social media facets alongside point-of-sale for Germany’s off-premise channel.
Stock Spirits started the German roll-out of Żołądkowa in April, nine moths after its acquisition of the domestically-based spirits brand owner and distributor, Borco.
“We recognise that introducing a new brand into a highly competitive market is never an easy task, but we are confident that Żołądkowa de Luxe will earn its place on the shelves and in the minds of German consumers,” said CMO Nicolas Mazuranic. “The campaign makes an impact with its straight-forward honesty, great design and humour, which … showcases Żołądkowa de Luxe as … a heritage vodka at an affordable price.“
Stock Spirits made the headlines in June last year when it added blended scotch Clan Campbell to its vodka-dominated portfolio. The brand moved across from Pernod Ricard for an undisclosed fee.
