BBDO Positions Stoli Entry With a ‘Manly Slant’

BBDO Chicago aims to launch Stolichnaya Citrona into an increasingly crowded “malternative” arena as a bold choice for men.

“Of all the malternatives out there, this is the one that has a manly slant,” suggested Gordon Robertson, a group creative director at the agency.

The $35 million television, radio and outdoor campaign broke last week. It uses the Clash hit, “Should I Stay or Should I Go.” One TV spot depicts a guy leaving his buddies at a bar. Shortly after giving his address to a cab driver, the man spies a group of women entering the bar and quickly reverses his decision to leave.

Another spot has an office worker missing a chance to meet “Miss Ibiza” when he opts to head home instead of going out for a drink.

“This is the brand for those who tend to stay around,” Robertson said.

The campaign’s brusque tagline, “Tonight we drink Citrona,” is meant to evoke Stoli’s Russian roots, Robertson said. “It’s very emphatic. It’s not a soft sell.”

The work is designed to complement BBDO’s campaign for the core Stolichnaya vodka, he added, which features origami animals and the tagline, “See what unfolds.”

Citrona is a joint venture between Stoli parent Allied Domecq and Miller Brewing. BBDO got the assign ment earlier this year.

“It made sense to [use] an agency that understood the Stoli trademark and equity, and build on that,” said Russ Schleiden, senior brand manager for Citrona.