Publicis & Hal Riney Hosts Party for Stoli

SAN FRANCISCO Publicis & Hal Riney is breaking its first work for Allied Domecq’s Stolichnaya Vodka in a print, outdoor and radio campaign targeted at young men.

The effort from the Publicis Groupe agency here carries no tagline, but casts the brand as a perfect choice for social and party situations with copy lines such as “Is there anything not worth drinking to?”

Three radio spots are airing in 10 major U.S. cities. The work includes competitive executions that stress the difference between Stolichnaya, an authentic Russian vodka, and other brands that rely on unique packaging and bottle shapes to sell the product.

Three print ads, showing young men and women toasting each other, are appearing in the July issues of FHM, GQ, Maxim and Playboy, among other magazines.

Allied Domecq in Westport, Conn., has allotted a $12-15 million media budget for the campaign this year. Overall, the client expects to spend about $30 million marketing the brand, sources said.