NEW PREMIUM VODKA BRAND LAUNCHES $2 MILLION PRINT CAMPAIGN

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(May 1, 2001) -- Nordic Beverage of Oslo, Norway, this month launches a new campaign for Christiania Vodka, a new ultra-premium vodka competing in the $35 to $45 per bottle category. In the first execution of a $2 million campaign, a print ad shows the vodka bottle surrounded by thorns, intended to emphasis the drink's smoothness, hence the tagline "Seriously smooth." Other print ads will show different artistic depictions of harsh elements, such as a saw, in contrast with the vodka. Initial ads, running in trade publications, will shift to consumer publications later this fall. Nordic is targeting 25 to 39 year olds in lifestyle magazines and possibly regional magazines. Agency is Clear Ink, Walnut Creek, Calif. -- Alice Z. Cuneo

Copyright May 2001, Crain Communications Inc.

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