Pernod Ricard is banning the letter V as part of the biggest advertising drive for vodka brand Wyborowa since its UK launch in 2001.

The company hopes to capitalise on the brand's Polish roots in the "there's no V in Wodka" campaign, launched this week.

"It is all about shaking up the vodka market with eye-catching, contemporary and subversive activity ," said Jo Spencer, head of marketing for light spirits.

The campaign will include London-based radio, poster and print advertising. The brand will also sponsor the UK's Kinoteka Polish Film Festival, renamed Festiwal, as part of the campaign.