If you hear people talking about Stolichnaya and its volume, you could be forgiven for assuming they mean the incredibly high volume of cases Stoli sells in the U.S. each year. But Stoli is also turning up the volume in a new multimedia campaign highlighting the brand’s storied 80-year legacy and vibrant future.
The new and provocative “Loud and Clear” campaign features contributions from iconic and award-winning artists like Oscar-winning composer Hans Zimmer, BAFTA-nominated music producer Lorne Balfe and New York Film Critics Circle Award-winning director Rachel Morrison. The campaign takes a full-spectrum approach, bringing together television, digital communications, social media and print that all drive Stoli’s bedrock message: “Whatever drives you, make it bold, make it last, make it loud and clear.”
The new campaign, shot entirely in Ukraine, focuses on real people and celebrates how their unique identities and passions drive their lives. Created and executed by some of the best talents in film and television today, these videos aim to speak to consumers throughout America, and the world, about what makes Stoli unique.
Hugues Pietrini, Global President & CEO of Stoli Group, explained the goal of the campaign in a statement from the company, saying, “Our new advertising campaign truly captures the boldness and clarity of Stoli,” adding “With an 80-year history in the spirits category, we are proud of our brand identity and values and want our fans to feel the same. We encourage them to ‘make it loud and clear’ that they are embracing and broadcasting their true selves without inhibition.”
In addition to the cinematic video produced for the campaign, Stoli also tapped a team of incredible visual artists to create the print aspect of the campaign. Estimable photographer Rankin shot the creative content in London, and graphic artist Tyrsa contributed the design, as well as a brand new font, Stoli Brush, for all print materials. The font will be made accessible for Stoli fans and font aficionados to download and use for free.
Pietrini talked to AdWeek about the campaign, and its overall relation to the brand and how it is marketed. “For this campaign the first step was to reassess the brand and its positioning. We wanted to create something to disrupt the category,” he said. “The main message for us is the manifesto of giving a voice to people who have strong character and authenticity. We want to give a voice to real people whether you’re a welder or a DJ. We live by these values.”
“We don’t have to say we’re the best,” Pietrini said. “People should know.”
Talk to your Breakthru Sales Consultant to place your own Stoli order and share the “Loud and Clear” content with your own customers.