The Client
Stoli Vodka previously known as “Stolichnaya” is the original premium vodka that combines modern distilling of the highest quality spirit with century old traditions to create its bold range.
In March 2022 the brand’s owner, Stoli Group, changed the name of the vodka to its nickname, Stoli, as a “direct response to Russia’s invasion of Ukraine to distance itself with everything happening in Russia.
The Campaign
With the rebranding effort and to make their “new” presence known Stoli decided to implement DOOH advertising with the tagline “Liberate your spirit” across various roadside and Digilite screens across Cape Town.
The advert was only flighted later on in the day (after working hours) and flighted even more aggressively closer to the weekend – when bottle store visits would organically increase.
The Stoli company decided to make a bold stand. This is one actionable, meaningful thing they did to make it clear that they support Ukraine.
The Results
The campaign generated a total of 105,994 impressions across 10 digital screens across Cape Town over a period of 31 days.
