STOLI PARTNERS WITH GAY AND LESBIAN NETWORK

Pernod’s Stolichnaya vodka is partnering with Logo, the television and broadband channel for the lesbian, gay, bisexual and transgender (LGBT) audience, to produce a year-long, commercial-free series titled “Be Real.” Stoli hopes to one day replace Absolut as the preeminent vodka for LGBT consumers, an attractive group known for trendsetting and possessing high disposable incomes

Stoli’s “Be Real” campaign includes a one-hour ad-free documentary that will appear at least 10 times on Logo, along with a six-episode reality show to air in April. Today (Monday), Stoli also launches stolibereal.com, where visitors can watch the documentary online and nominate couples for Be Real.

The shows contain no commercials but will feature an opening and closing “sponsored by Stoli” message and a 30-second ad for Stoli’s latest flavor, Blueberi.

"This unique partnership works because the content isn't commercial and because the series' values are consistent with Logo's and Stoli's brands," said Brian Graden, president of Logo.

According to Adams Handbook, Absolut posted the second highest volume in the U.S. in 2005 while Stoli ranked number five. Stoli, however, grew 2.3% in 2005 while Absolut increased 1.5%. Since acquiring Stoli from Allied Domecq last year, Pernod has already doubled its LGBT marketing to 10% of its annual marketing budget from 5% in 2004.