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SKYY SPIRITS UNVEILS SEXIEST AD CAMPAIGN IN SKYY® VODKA HISTORY
Provocative “SKYY SEXY” Global Marketing Program Launches With US Print Campaign, Increased Ad Spending to Promote Core Brand
Following more than a decade of creating some of the most memorable, iconic images in advertising history, SKYY® Vodka, the number-one selling domestic super-premium vodka in the US, announced today a new ad campaign featuring bold, vibrant imagery that is provocative, engaging and 100-percent SKYY. Designed to appeal to a new generation of vodka drinkers as well as SKYY’s dedicated fans, the print advertising campaign is shot by world-renowned photographer Raymond Meier and kicks off the global “SKYY SEXY” marketing campaign in support of the core, unflavored brand.
The SKYY SEXY print campaign consists of five unique executions, each showcasing a different graphically arresting interpretation of SKYY’s sexy brand image with the brand’s iconic cobalt blue bottle serving as the focal point of intrigue.
“The new SKYY SEXY advertising is an inspired evolution of our ground-breaking marketing through the years,” said Andrea Conzonato, Chief Operating Officer/Chief Marketing Officer, Skyy Spirits. “We have partnered with the always-intriguing photographer Raymond Meier to create a bold new take on SKYY’s alluring persona, filling each ad with striking images that open the mind to a million sexy possibilities, but always lead you back to our world-famous blue bottle.”
While as incredibly captivating as previous SKYY advertising, the SKYY SEXY ads unveiled today feature a new, vivid imagery borrowing heavily from the pop-art movement. Primary colors leap from the page as they back arresting images of the human form drawing the eye to the focal center of the campaign – the much-loved cobalt blue SKYY Vodka bottle. Modern design aesthetics are evoked through clean lines that may appear to be very simple, but lead the mind to fill in the blanks and become part of the story.
The SKYY SEXY ads will first appear in the October issues of national general consumer print and spirits industry trade publications, such as Cosmopolitan, ESPN, Maxim, InStyle, Out, Rolling Stone, MarketWatch, Beverage Dynamics and Tasting Panel. Those will be followed by additional print publications, as well as online executions, billboards, transit and large-format wall installations in the US through the end of the year. The campaign will roll out globally in 2011 through broad above- and below-the-line marketing initiatives.
SKYY Vodka revolutionized the vodka industry by pioneering the first style-focused bottle matched with exceptionally sexy and thought-provoking advertising shot by the world’s most famous and controversial photographers. Never afraid to push the provocative envelope, SKYY’s advertising served notice that vodka could not only be sophisticated, it could be playful, alluring and downright sexy, tying directly back to how consumers felt during a night out at the club enjoying a vodka cocktail moment. Today, the ads serve as the industry standard for intriguing marketing and are often imitated. “By continuing to challenge the boundaries of commercial advertising with memorable imagery, SKYY will remain the definitive symbol of sexy cocktail style,” continued Conzonato.
“We have always evolved the SKYY campaign but continue to maintain the core equity of sexy cocktail style,” said Chad Farmer, Executive Creative Director, Lambesis, SKYY’s advertising agency of record. “Through the years we have moved from a very stylized, glamorous version of reality to a more sleek and modern aesthetic. This change happened organically, yet methodically, to capitalize on current trends while being true to the SKYY brand essence.”
“Raymond Meier was selected to photograph the campaign because of his ability to bring modern sophistication to the very sexy new SKYY campaign. The pop art color palette and provocative concepts melded perfectly with Raymond's hard-edge sense of style,” continued Farmer.
Meier last worked with SKYY on the 2008 SKYY Infusions launch advertising campaign. He is recognized as one of the leading photographers in the field of fashion and advertising. Today, in addition to his advertising work for brands such as Calvin Klein, he is a contributing photographer to American and International editions of VOGUE and T:THE NEW YORK TIMES STYLE MAGAZINE.
SKYY Vodka has never been shy about letting the world’s most accomplished and controversial photographers interpret the brand’s sexy image in bold and daring fashion. SKYY’s first campaign, unveiled in 1998, was shot by renowned glamour photographer Moshe Brakha and exhibited striking, evocative characters set against a rich, textured cinematic theme. A second campaign featured the distinctive style of influential still photographer Matthew Rolston, who depicted seductive, provocative characters in his work including a 2003 celebrity campaign featuring Taye Diggs, Gretchen Mol, Kyle MacLachlan, Heather Graham and John Leguizamo. In 2007, SKYY looked to acclaimed photographer and independent filmmaker David LaChapelle to shoot the powerful, tantalizing images that captured the essence of cocktail glamour and the jet set lifestyle which would constitute its third campaign. Because of its bold, sexy imagery, SKYY’s ads have become collectible pieces of artwork.
SKYY SEXY was developed by Lambesis of Carsbad, CA. The images will be unveiled to SKYY’s loyal fans first through SKYY’s Facebook page (www.facebook.com/skyyvodka) and Twitter pages (@skyyvodka). A historical perspective of SKYY’s advertising can be found in The Lounge section of SKYY.com.
About Skyy Spirits, LLC
Skyy Spirits, LLC is the US-based wholly owned subsidiary of Gruppo Campari (Reuters CPRI.MI - Bloomberg CPR IM) and is the eighth-largest spirits company in the US. Launched in 1992 with the introduction of its flagship brand, SKYY® Vodka, Skyy Spirits has grown exponentially, building a portfolio unrivaled in its quality, innovation and style, making it a top choice among distributors, retailers and consumers. Skyy Spirits manages Gruppo Campari’s portfolio in the US of such leading brands as SKYY® Vodka, SKYY90®, SKYY Infusions®, Campari®, Wild Turkey® Straight Kentucky Bourbon, American Honey®, Russell’s Reserve®, Glen Grant® Single Malt Scotch Whisky, Cabo Wabo® Tequila, Espolón™ Tequila, Ouzo 12®, X-Rated® Fusion Liqueur® and Jean-Marc XO Vodka®. Skyy Spirits is also the exclusive US distributor of Cutty Sark® Scotch Whisky, The Glenrothes® Single Malt Scotch Whisky, Bowmore® Islay Single Malt Scotch Whisky, Auchentoshan® Lowland Single Malt Scotch Whisky, Glen Garioch® Highland Single Malt Scotch Whisky, Flor de Caña® Rum, Carolans Irish Cream®, Tullamore Dew Irish Whiskey®, Irish Mist® Liqueur, Midori® Melon Liqueur, ZEN Green Tea Liqueur TM, Hibiki® Whisky and The Yamazaki® Single Malt Whisky.
Skyy Spirits was founded and is headquartered in San Francisco, California. More information on the company can be found at www.skyyspirits.com, www.facebook.com/skyyspirits, Twitter: SkyySpirits and www.camparigroup.com. Please enjoy Skyy Spirits brands responsibly and in moderation.
About Gruppo Campari
Gruppo Campari is a major player in the global beverage sector, trading in over 190 nations around the world with a leading position in the Italian and Brazilian markets and a strong presence in the US and Continental Europe. The Group has an extensive portfolio that spans three business segments: spirits, wines and soft drinks. In the spirits segment its internationally renowned brands, such as Campari and SKYY Vodka, stand out. It also has leading regional brands including Aperol, Cabo Wabo, CampariSoda, Cynar, Glen Grant, Ouzo 12, Zedda Piras, X-Rated and the local Brazilian brands Dreher, Old Eight and Drury’s. Its wine segment boasts the global brand Cinzano, as well as important regional brands including Liebfraumilch, Mondoro, Odessa, Riccadonna, Sella & Mosca and Teruzzi & Puthod. The soft drinks segment comprises the non-alcoholic aperitif Crodino and Lemonsoda as well as its respective line extension dominating the Italian market. The Group employs over 2,000 people. The shares of the parent company, Davide Campari-Milano, are listed on the Italian Stock Exchange. www.camparigroup.com
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