Russian Standard Vodka has announced the launch of a major on-pack promotion giving consumers the chance to win free tickets to music gigs as part of its latest brand campaign.

The promotion will feature on 300,000 bottles of Russian Standard Vodka, which will be rolled out from mid August, 2010.

Russian Standard Vodka is also making a significant investment in advertising, sampling and on and off-trade support for the rest of the year. This will include activity in cash & carry groups with pallet wraps promoting the campaign.

The promotional bottles will include a Russian Standard Vodka Originals privilege card, which consumers can activate by going online and registering. This will then allow them to apply to win free tickets to music gigs and film screenings as well additional content such as exclusive interviews, behind-the-scenes footage, downloads and competitions.

Also part of the Russian Standard Vodka Originals brand campaign is a nationwide free ticketed film festival, which will run in partnership with Empire, and starts with a week of screenings in London from 6th September. Further screenings will take place over the following four weeks in Birmingham, Leeds, Glasgow and Cardiff.

The exclusive film screenings – of iconic films voted for by Russian Standard Vodka fans – will take place in luxurious and retro cinemas.

Joanne Birkitt, senior brand manager of Russian Standard Vodka, says: “We’re making a significant investment in the Russian Standard Vodka Originals programme, demonstrating our commitment to the UK market and hope to build brand loyalty with existing fans and drive trial with new drinkers. The promotional bottles of Russian Standard Vodka will give real stand-out on shelf and offer consumers great added value.”