Vodka brand Stolichnaya vodka (Stoli) has launched the “Drink What You Want” campaign, created by The Martin Agency, which hopes to break the supposed stigma against men who enjoy a fruity cocktail.

Back in 2014, the Martin Agency was tasked to reinvigorate the brand, particularly to a younger audience. When men’s magazine Playboy launched its first edition without topless female models, Stoli included print ads within the magazine starring ‘topless’ Stoli bottles. The ads include taglines like: “Here’s to leaving just a little to the imagination” and “The only topless photo in this edition”.

The latest campaign, which the brand is calling a movement, celebrates men who challenge the status quo and are confident enough to drink what they want. It includes a larger digital campaign and three shorter videos which features three different cocktails made with different Stoli flavors.

The three shorter spots below will be running on paid media, appearing on sites including ESPN, Comedy Central and Playboy.

“This isn’t a serious subject, it’s a fun subject,” Lori Tieszen, CMO and svp of marketing for Stoli Group USA, told Adweek. “We think we have an interesting way in by relating to guys’ fears and saying drink what you want, don’t worry about it.”