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Brown-Forman's Maximus Vodka set for European campaign to reinvigorate European manliness

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By The Drum Team, Editorial

October 23, 2012 | 1 min read

Brown-Forman’s Maximus Vodka is set to target men in their 20’s with a campaign rolling out across Europe that wish to reclaim their manliness.

Created by Wieden + Kennedy London, the first work produced by the agency for the vodka brand, the campaign aims to acknowledge worries of young men about inheriting a world filled with economic doubt.

The campaign, which will include on-trade, in-store and out of home, has been designed to impact when a young man sees the advert, that they should feel empowered to connect with their manly qualities.

Beginning on Poland, the campaign will roll out across Europe later this year, featuring the work of American artist Mort Kunstler.

Tony Davidson, executive creative director of Wieden + Kennedy, commented; “The campaign works off the premise that with global manliness in decline, Maximus is the vodka that champions real men. We aim to encourage all forms of manliness and usher in a new golden age of masculinity.”

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