Most innovative new vodka marketing campaignsBy Melita Kiely
As we conclude our inaugural Vodka Week, we’ve scoured far and wide to bring you the most recent and innovative vodka marketing campaigns.
There is no shying away from the powers of social media, whether it’s Facebook, Twitter or Instagram and vodka brands are certainly ahead of the game when it comes to utilising their prowess.
But brands are not relying solely on the power of the hashtag to target millennials and consumers in general – many are also vying for top sports sponsorship deals for optimum consumer engagement.
What’s more, as the mercury nudges further upwards it brings with it the imminent arrival of music festivals and yet another global platform for brands to showcase their spirits.
Click through to the following pages to read more about the most innovative new vodka marketing campaigns.
Belvedere Vodka – Know the Difference
Belvedere Vodka joined forces with avant-garde fashion photographer Ellen von Unwerth on a new advertising campaign called “Know the Difference”.
Charles Gibb, president of Belvedere Vodka, and Unwerth unveiled the collaborative venture during Milan Fashion Week; a campaign which aims to celebrate people who “know the difference between a regular night out and an extraordinary night out”.
“Belvedere is a vodka with character,” commented Gibb. “It is a statement of style, substance and confidence. Authentic and naturally smooth, it is the luxury vodka of those who are in the know. Teaming up with Ellen von Unwerth for the Know the Difference campaign is the perfect ingredient to toast to those who believe in the strength of audacity and the value of authenticity.”
The campaign was shot in Buenos Aires, Argentina, and captures a group of “pop culture” men and women, enjoying life with “class, optimism and always a touch of boldness”, according to the brand.
“Belvedere Vodka gave me the opportunity in truly letting my creative vision and expression roam free,” said Unwerth. “The results are highly fun and irreverent photographs that embody Belvedere’s wit, sophistication and elegant yet edgy style.”
UV Vodka – House of UV
Phillips Distilling Company is targeting millennial drinkers with the launch of a new multifaceted marketing campaign for its UV Vodka brand.
The campaign, titled “House of UV”, has been created to cater for the millennial lifestyle by providing a platform for sharing experiences with family and friends.
Consumers are encouraged to share moments on social media sites using the hashtag #HouseofUV and will be accompanied by consumer sampling opportunities, “surprise and delight” promotions and a Safe Rides programme.
An online content hub can be accessed via the UV Vodka Facebook page, allowing users to connect with other members across the US, including those using Twitter and Instagram. The House of UV campaign also offers playlists, giveaways, promotions and access to the brand’s product locator. Marla Burke, marketing director, said: “House of UV is the first campaign of its kind hitting on all touch points”.
Cîroc Vodka has launched a new advertising campaign on Instagram, making it the first alcohol brand to run video and cinemagraphs with paid-for advertising on the social media platform.
The new six-week initiative follows the brand’s On Arrival global campaign at the end of 2014 in collaboration with photographer Mario Testino.
Now, Cîroc aims to grow its presence on Instagram even further with the launch of #MyArrival. The campaign comprises three 15 second videos and two cinemagraphs – still photos within which a small movement takes place.
“Instagram is the perfect channel for Cîroc as both the brand and platform exist in the same luxury, cutting edge world where celebratory moments are at the heart,” said Laura Pearce, head of reserve marketing for Diageo Western Europe. “We believe Cîroc is the most distinctive luxury vodka for sophisticated nights out and all of our campaigns are designed to bring this idea to life.”
With festival season on its way, Smirnoff has unveiled a multi-year partnership with Live Nation Entertainment that will see the brand become the official vodka of no fewer than 26 music festivals around the world.
Smirnoff will develop “unique content” tailored towards guests at each festival as part of the sponsorship deal, as well as creating promotions in retail channels in the on- and off-trade and online.
“Smirnoff and Live Nation share common beliefs and values, making us great partners,” commented Matt Bruhn, global brand director, Smirnoff. “This long-term partnership with Live Nation will amplify our global vision around our passion for music and always making the fan experience a top priority.
“Together we have the opportunity to enhance this experience even further through tearing down the barriers between fans and artists.”
Among the multitude of festivals to feature Smirnoff will be EDC and Hard Red Rocks in the US; Wireless, Reading and V Festival in the UK; Sonne Monde Sterne and Rock ‘n’ Heim in Germany; Pinkpop and We Are Electric in the Netherlands; and Dcode in Spain.
Deep Eddy Vodka
Deep Eddy Vodka has agreed a three-year sponsorship deal to be the official craft vodka of the San Diego Padres baseball team.
The brand will open the Deep Eddy Vodka Hideaway as part of the partnership, comprising a branded seating area and a bar open to all baseball fans, which will run throughout the 2015 Major League Baseball season offering refreshments including Deep Eddy cocktails using its Ruby Red and Lemon expressions.
“Deep Eddy Vodka was created in Austin to celebrate classic American pleasures and nothing brings people together for classic good times like America’s pastime,” said Eric Dopkins, CEO of Deep Eddy Vodka. “San Diego’s laid-back lifestyle and thriving craft cocktail scene are a perfect fit with the Deep Eddy Brand DNA.
“We could not be more excited to support both the city of San Diego and the Padres for an enthralling season ahead and next year at the 2016 MLB All-Star Game at Petco Park.”
Double Cross Vodka
Double Cross Vodka became the most recent spirits brand to sign a sports sponsorship deal, becoming the official vodka of the 44th edition of the ANA Inspiration – the first major championship of the 2015 LPGA golf calendar.
Held from 2-5 April, Double Cross was the signature Martini at the Pro-Am Gala Dinner on the Tuesday and also offered other cocktail creations during the Pro-Am on the Wednesday.
In addition, the brand was also being served in all the hospitality and concession areas that served alcohol, including the 18th Green VIP suites and clubhouse bars.
“We’re thrilled to be the official vodka for this historic championship,” said Double Cross CEO D. Ross Arthurs. “Golf is a passion for many Double Cross Drinkers and it’s an honour to serve our award-winning vodka to golf fans throughout the tournament.
“I look forward to an exciting week of golf.”
New Amsterdam Vodka
Californian wine maker E&J Gallo announced a new multi-million-pound marketing campaign for its New Amsterdam Vodka brand, as it plans to make its venture into the UK vodka category a “priority” for 2015.
The new campaign, called It’s Your Own, will aim to communicate with young, “city-minded” millennials through digital and outdoor advertising, PR, social media and promotion incentives.
Furthermore, E&J Gallo has named nine ambassadors throughout the UK to grow UK distribution in the on-trade and independent retailers.
James Taylor, marketing manager for New Amsterdam Vodka at E&J Gallo Winery, commented: “[New Amsterdam’s] huge success in the US is already beginning to replicate here in the UK and we can’t wait to execute our multi-million-pound launch plan for the brand in 2015.”