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In a twist, the first ad for Stolichnaya vodka from Carillon Importers announces a plan not to advertise. Carillon will spend $500,000 to run 16 page ads in The New York Times starting this week. But on alternate weeks, Carillon will instead donate the ad's cost to one of 16 local charities. The campaign from Margeotes Fertitta Donaher & Weiss, New York, is being used while the agency prepares a more permanent magazine effort.
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