BUSINESS
04/07/2008 05:12 am ET | Updated May 25, 2011

Russians Try To Feminize Vodka

The vodka ads tiling the walls of the Moscow metro station's lengthy escalators abound with hypermasculine imagery. One poster for the Olymp brand in the central Tverskaya metro station shows a boxer with Cro-Magnon features wearing armor and chain mail, and carries the slogan: "The time for the strong has come."

Recently, a new billboard has appeared here, displaying a lavender-tinged bottle with a distinctive feminine shape, adorned in a white skirt billowing upward, à la Marilyn Monroe, to reveal the label, Damskaya.

"Between us girls," is the catchphrase for this vodka intended for women, a marketing campaign as jarring as, say, a Super Bowl commercial for women's Budweiser.

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