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
