Earlier in the semester we looked at the campaign developed by Casamigos Tequila, George Cooney's brand, and declared it to be inadequate.
Last semester, Johnnie Walker Scotch got much more support with its content-driven "smart bottle," which stirred up a surprising amount of interest.
But both those campaigns focused on the end consumer. Reyka Vodka has decided to take a different approach and focus on professionals. (Faw, 2015)
They are running a 24 hour cocktail competition, in the UK, for 96 bartenders. Winner gets a trip to Iceland for the "midnight sun" music and dance festival. (2015)
They are also creating "tricks of the trade" videos featuring bartenders showing off eye-popping bar tricks. Can invitation-only screenings of Cocktail be far behind?
And while they may be taking aim at professionals, they are of course hoping that the rest of us take note as well.
So, what do you think? Is this a good approach? Will it sell Reyka Vodka?
Faw, L. (2015, July 17) Reyka Vodka's Flips And Twists For New Campaign. mediapost.com. retrieved July 17, 2015, from http://www.mediapost.com/publications/article/254260/reyka-vodkas-flips-and-twists-for-new-campaign.html