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Top 10
Most innovative spirits marketing campaigns in September
It’s been a star-studded month of global campaign launches, with actors Kate Hudson, Stephanie Sigman and Jude Law all lending their support to spirits brands.
Jude Law stars in Johnnie Walker’s Joy Will Take You Further campaign
While James Bond actress Sigman partnered with Belvedere Vodka, Hudson was announced as the face of Campari’s iconic 2016 calendar and Law featured in Johnnie Walker’s latest marketing push.
Elsewhere, Fashion Week has hit cities all over the world, from London to Paris and New York – and Cîroc Vodka was in the thick of the action.
Other brands dabbled in the world of sport, striking partnerships with the US Open Tennis Championship and Rugby World Cup 2015.
And let’s not underestimate the on-going power of social media with one brand in particular making waves to become the first whiskey to join forces with Snapchat.
Click through to the following pages to view the top 10 most innovative marketing campaigns in September.
Belvedere Vodka
Belvedere Vodka launched a new global advertising campaign to celebrate its collaboration with the 24th James Bond film, Spectre.
Starring in the campaign is Mexican actress Stephanie Sigman, who plays Estrella in the opening scene of the film.
Directed by award-winning director Antoine Bardou-Jacquet, the TV advert shows a chain reaction to create the Belvedere Spectre 007 Martini without any human interaction.
In addition, photographers Rene & Radka, revered for their high fashion and portrait photography, have created “an element of mystery and refinement” to the still shots.
Cîroc Vodka
Cîroc vodka was selected as the official vodka of New York Fashion Week: The Shows.
The brand created a new vodka cocktail that was presentated at the opening night event on 9 September, called French ’15, made with Cîroc, prosecco and frozen grapes.
“Cîroc and New York Fashion Week are a perfect match,” commented Sean “Diddy” Combs, chairman of Combs Enterprises. “Cîroc is all about passion and celebration.
“New York Fashion Week highlights the world’s best designers and highlights their creativity for the world to see.
“Again this season, we can’t wait to make this New York Fashion Week the best ever.”
The Famous Grouse
Edrington launched a new global marketing campaign for The Famous Grouse blended Scotch whisky, which is undergoing an “ambitious redevelopment plan”.
The Famous For A Reason campaign will run across all markets having received “significant investment” from Edrington, in an effort to “strengthen” its market share and premium position.
Developed by AMV BBDO, the campaign will be integrated across ATL and BTL channels and supported by digital films, social media content, press, outdoor and in-trade activations.
The advert depicts the story of The Famous Grouse founder Matthew Gloag and the reaction of his competitors and contemporaries to the new “Grouse” brand, created in the 1800s.
In addition, the campaign will be accompanied by a series of “product story films” plus digital and print assets that can be tailored to local markets.
Campari
Hollywood actress Kate Hudson was unveiled as the face of the 2016 Campari calendar, starring as two separate characters in the Italian brand’s BitterSweet campaign.
Photographing Hudson for the 17th edition of the iconic calendar was fashion photographer Michelangelo Di Battista.
It is hoped the calendar will encourage consumers to think about whether they prefer bitter or sweet flavours.
Golden Globe award winner Hudson said: “I was honoured to be invited to shoot the 2016 Campari Calendar.
“This year’s theme plays off the upcoming election, which is the perfect metaphor for the many Campari flavour choices.
“I loved working with Michelangelo to create two distinctive characters embodying bitter and sweet.”
Grey Goose
Grey Goose transformed Manhattan’s grid system into a giant tennis court last month to mark the brand’s partnership with the US Open Tennis Championships.
Bacardi-owned Grey Goose mapped the winning shots hit by the tournament’s top players on the Manhattan-wide tennis court and surprised people aged 21 and over with an after-party at the exact location.
The campaign was created to “bring the daytime action of the US Open to night life off the court” at premium Winning Shot venues across the city.
Tom Swift, VP managing director, Grey Goose vodka, said: Grey Goose honours those who ‘Fly Beyone’ in their athletic endeavours and acknowledges their extraordinary paths to achievement.”
Jim Beam
Jim Beam became the first whiskey brand to partner with social media app Snapchat, as it strives to promote its most recent apple expression.
The collaboration will include branded Jim Beam video content aimed at consumers aged 21 and above through several Snapchat “live stories”.
Vertical 10-second long video adverts will showcase the brand’s signature serve, Jim Beam Apple and soda with a slice of lemon.
“We are thrilled to be partnering with Snapchat who provides us an excellent opportunity to create buzzworthy awareness to our fans on a relevant age-gated platform with significant reach,” said Andrea Javor, senior director media at Beam Suntory.
Johnnie Walker
In an attempt to drive sales for the next 10 years, Diageo launched a new marketing push for Johnnie Walker – the largest in the Scotch whisky brand’s history.
Titled Joy Will Take You Further, the star-studded campaign was launched simultaneously in 50 countries last month and is an extension of the brand’s long-running Keep Walking campaign, which was initially released in 1999.
Some of Johnnie Walker’s most famous brand ambassadors have united for the campaign, including actor Jude Law and Formula One racing driver Jenson Button, as well as a number of new ambassadors, such as Swedish engineer Eva Hakansson and artistic duo Haas and Hahn.
The campaign was forecast to reach almost 270 million consumers worldwide within the first few weeks of its launch – equivalent to 75% of Johnnie Walker’s domestic business.
Created in partnership with the brand’s global creative agency, Anomaly, the campaign is described as a “new perspective on personal progress”, and focuses on the idea that joy can act as a catalyst for success.
Licor 43
Spanish liqueur brand Licor 43 partnered with Walkabout for a second year to host a string of Golden Promotions in celebration of the Rugby World Cup 2015.
The Golden Promotions took place in various Walkabout locations throughout the UK, including Temple, Cardiff and Bristol.
Rugby matches were broadcast live while guests were given the opportunity to sip Licor 43’s signature serve, Mini Beer 43.
After reporting double-digit volume growth in South Africa, Scottish Leader Scotch whisky is launching a through-the-line national promotional campaign.
The marketing initiative will cover numerous marketing platforms including TV, outdoor, digital, PR, in store and in restaurants and bars.
The brand has commissioned graffiti artist Prefix to create 3D street artwork at the V&A Waterfront in Cape Town, and at Newtown Junction in Johannesburg, which will remain in place until the end of the Christmas period.
Furthermore, large billboards will also be placed in Cape Town and Johannesburg to raise brand visibility.
Online, three popular South African Instagram users – Ockie Fourie, Craig Houes and Thabiso Tshabalala – have been tasked with taking pictures in their “unique, personal style” while keeping in line with the “new perspective” brand theme using the hastag #NewPerspective.
Tovaritch!
In September, Tovaritch! revealed it is extending its social media reach this month, with the launch of numerous accounts covering Instagram, Twitter, Facebook, LinkedIn and Youtube.
Set to launch on 10 October, the brand has been working closely with the Madrid division of Proximity BBDO to establish Tovaritch!’s social media sites and continue managing them in future.
“Social media basically takes you out of your ivory tower by giving you a unique opportunity to talk director to both professionals and customers,” commented Eugenio Litta Modignani, Tovaritch Spirits International CEO. “With our increased social media presence, we hope to get feedback and fresh ideas that will eventually help us grow our client base and bring even more satisfaction to our customers.
“We have chosen Proximity for their creativity and dedication to innovation and are very happy with the results of our partnership.”
Furthermore, Tovaritch! has signed deals with Canada’s Winehouse Imports Inc. and Divin Paradia to look after the brand’s distribution in Ontario and Quebec respectively.
Scottish Leader
After reporting double-digit volume growth in South Africa, Scottish Leader Scotch whisky is launching a through-the-line national promotional campaign.
The marketing initiative will cover numerous marketing platforms including TV, outdoor, digital, PR, in store and in restaurants and bars.
The brand has commissioned graffiti artist Prefix to create 3D street artwork at the V&A Waterfront in Cape Town, and at Newtown Junction in Johannesburg, which will remain in place until the end of the Christmas period.
Furthermore, large billboards will also be placed in Cape Town and Johannesburg to raise brand visibility.
Online, three popular South African Instagram users – Ockie Fourie, Craig Houes and Thabiso Tshabalala – have been tasked with taking pictures in their “unique, personal style” while keeping in line with the “new perspective” brand theme using the hastag #NewPerspective.