Beam announces first ad campaign for Pinnacle

Beam Global is launching its first advertising and marketing campaign for Pinnacle Vodka since acquiring the brand earlier this year.

Pinnacle vodka’s ‘It’s More Fun on Top’ campaign is the first rolled out by new brand owner Beam

The multi-million dollar “It’s More Fun On Top” campaign will communicate the brand’s ‘fun, playful, innovative personality and imported, premium’ qualities.

Pinnacle has continued to forge itself a name as a leading brand of flavoured vodka in the US, producing quirky but popular flavours such as Pinnacle Pumpkin Pie and the Pinnacle Whipped Cream range.

The campaign, devised by Ogilvy & Mather Chicago, will be communicated across broadcast, print and digital mediums, including social media and mobile formats, as well as through activations in the on- and off-trade.

TV commercials for Pinnacle will start running on cable channels including E! Bravo, The Discovery Channel and the Food Network from now into 2013.

Deb Boyda, general manager at Beam, said the campaign reflected a significant increase in brand investment versus the previous year.

“In the large and growing vodka category, Pinnacle has always looked to be an innovator and not follow the pack,” she said. “We had the chance to create an iconic integrated brand campaign from the ground up – focusing on the fun of the product. While Pinnacle has achieved enormous success in a few short years, with this campaign we intend to take the brand to the next level.”