Rainey Kelly wins £2m Kremly brief
Russian vodka brand Kremlyovskaya is thought to have appointed Rainey Kelly Campbell Roalfe/Y&R to its &£2m advertising business following a three-way pitch.
Rainey Kelly pitched against DDB London and McCann Erickson. The premium Russian vodka, owned by United Brands, is already widely available across Europe and the company is trying to boost its appeal in the UK.
The Russian company produces a range of vodka drinks, including a chocolate-flavoured spirit which was the first such drink to be sold in the UK when it launched in 2001. The range also includes a blackcurrant-flavoured vodka and a pepper vodka.
Kremlyovskaya, or Kremly, is one of the most popular vodkas in Russia, where it is known as the “vodka of the Kremlin”. It is also sold in Belgium and Spain.
Last year, United Brands introduced a premium range of Icelandic vodkas, called Ursus, to the UK market.
The European drinks distributor owns a range of niche alcohol brands, including Dooley’s toffee and vodka liqueur.
Kremlyovskaya is likely to face fierce competition, launching in the same year as Absolut unveils “super-premium” brand Level. Diageo also launched a premium vodka, Smirnoff Norsk, last year.
