Skyy Vodka urges consumers to tip their bartender

Skyy Vodka is urging consumers to tip their bartenders as part of a new marketing campaign in the US.

Skyy vodka uses the metaphor of a mouse and cheese to encourage consumers to tip their bartender, in its latest marketing campaign

The campaign, named West of Expected is designed to encourage consumers to “rethink the expected”.

Launched in partnership with independent advertising agency, Venables Bell & partners, the campaign features a series of “witty” TV adverts directed by Mike Maguire of Biscuit Filmworks.

One of which, named Tipping uses the analogy of a mouse and cheese to encourage viewers to tip their bartender to get what they want – in this case, a Skyy Vodka Martini.

In the 15-second advert, the host remarks: “A simple act can forge a connection with the barkeep and I’m making a metaphor for you. Cheese in this situation equals money. Just tip your bartender.”

Another commercial in the series, Attraction, explores the nature of attraction in the universe and uses an apple and an orange to delve into the importance of a wingman, in this case a “wing-lemon”, on a night out.

“In 1992, Skyy was born in San Francisco with the belief that everything can be made better with a little fresh thinking,” commented Kathleen Schuart, senior marketing director, of white spirits and cordials for brand owner Campari America.

“It’s how we created our vodka and the way we see the world. It’s with this spirit that Skyy’s new marketing platform is inviting us to take an optimistic view and reimagine the world around us.

“We are kicking off our campaign by challenging our thinking around the givens in our social lives, interactions and experiences, in a fun and clever way.”

The TV campaign will run alongside out of home marketing, featuring posters with taglines such as “Vodka is filtered, we even took the Russia out of it” and “Your bartender has a name. It’s not hey”.

“We think today’s consumers have seen enough perfect-people-laughing-while-holding-Martini-glasses in spirits advertising,” added Schuart. “It’s time for something different.”

The campaign links into Skyy’s additional projects taking place throughout the year, including a new LGBT programme, Toast to Marriage, to raise fund for Freedom to Marry, a national organisation in the US working go win equal marriage rights.

In addition, for the on-trade, Skyy has partnered with Boiler Room TV to launch a live DJ show, Skyy Stream, and from July to September, a limited edition bottle, Skyy Electrifyy, will be available featuring a graphic LED label that moves to music.