Belvedere Vodka, a premium brand launched in 1996, is looking back 600 years to the Polish distilling tradition it uses in a new campaign from BBDO, New York, that focuses on heritage and ingredients. The campaign, Belvedere's largest yet, will run on nine cable networks and follows a trend of pitching products to millennials by describing their origins. Young drinkers want "a deeper understanding of brands," said Charles Gibb, president of Belvedere.

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