Veev Asks Consumers to 'Cheat on Vodka'

Los Angeles — Veev Spirits, a spirits manufacturer founded in 2007, has launched a full brand repositioning that includes a reformulated 70-proof liquid, a redesigned package and a strategic focus on the vodka category. Aimed at male Millennials with an active lifestyle, the campaign uses viral and social media tactics to encourage consumers to “Cheat on Vodka.”The effort also includes a Twitter-activated vending machine that allows consumers to win a prize when they “Tweet To Cheat On Vodka.” “The campaign is intended to educate consumers and spark a little controversy with its potentially controversial ads encouraging bartenders and consumers alike to break from their boring drinking routines and try something new, exciting and better tasting,” says Bryan Crowley, president of Veev Spirits.Along with the Twitter-activated vending machine, the campaign uses digital videos, display ads and outdoor ads. In fact, one digital video utilizes comedy to aggressively go after vodka brands, calling them out for being old fashioned and antiquated. The creative agency for the campaign is Blackboard, Austin, Texas; the digital agency is Zambezi, Venice, California.“Because we are focusing on targeted digital media as the main driver of the campaign, we can send consumers directly to our store locator,” Crowley says. “In some ads, we offer a trial digital coupon that can be printed with a couple of clicks and redeemed at their local chain or independent liquor store.” The promotion also utilizes billboards and promotional radio in key markets to drive awareness and trial.A redesigned bottle with a bigger logo showcases the Veev leaves, which represent life and living well. The bottle is shelved in the vodka aisle and includes a hangtag that carries the “What Vodka Should Be” message along with a “New Look! Now 70 Proof” burst. Also, shelf talkers call out, “The best vodka in the aisle is not even vodka.”“The independent on-premise retail segment is still Veev’s bread and butter, representing the majority of sales. That’s been supported by the growth of national on-premise accounts such as Season’s 52, Fogo De Chao, TGI Fridays and CPK,” Crowley says. “In the off-premise segment, we’re in many of the nation’s top independent liquor stores. We feel the new 70-proof formulation is going to strengthen our position in both, especially off-premise.”Crowley says many factors will determine the success of the campaign. Beyond incremental case sales, Veev Spirits will measure digital engagement versus key benchmarks and conduct pre- and post-awareness studies and purchase-intent tests to garner additional consumer feedback.

Veev Asks Consumers to 'Cheat on Vodka'

P2PI MEMBERS

JOIN P2PI

Related Topics

Related Images

Business Topic

Market Segment