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Since 2003, over 300 new vodkas have been introduced into a market already packed with strong, established brands. So while most people clearly didn’t need another vodka, there was an opportunity to break through by taking a stand against the gimmickry and lack of substance so pervasive among the competition. Our work involved establishing the ‘Truth in Vodka’ positioning, as well as creating all launch materials, trade advertising, merchandising and point of sale materials for on and off premise. We also created consumer advertising for print, out of home and all digital medium. Clearly the trade and consumers have embraced the ‘Truth.’ Not only has Sobieski been picked as one of Beverage Industry News and Impact Magazines’ ‘hot brands,’ we are now the fastest growing vodka in the US, garnering a 2010 silver EFFIE award.
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