Van
Gogh Vodka Launch
JCI recently completed an engagement to launch the new super-premium vodka
brand, Van Gogh Vodka. In a first in the industry, in less than 4 months,
we introduced to worldwide acclaim; four new flavored vodkas and positioned
the brand for re-introduction to the general market. Some creative program
highlights included:
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A national campaign around the “better
martini”, including inclusion in major events such as the MTV
- Rock the Vote - Grammy Event, The Oscars and The Apprentice Television
Series Launch Party |
| • |
A national media tour with specialized “Martini
Parties” with distributors |
| • |
A national contest to launch the Guinness Book of
World Records for the most martinis made in a 24-hour period |
| • |
A bartender loyalty campaign that increased brand awareness
and distribution in the US by 50% |
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An international launch of the brand with Carnival
Cruise lines which included exclusive use of the product |
| • |
An alliance with Hugo Boss Women and GENART to launch
new stores, and to attach the brand to the much desired (18-49 yr
old) female population |
| • |
A successful Melon vodka launch with a 5-star rating
from prestigious industry trade publication, Beverage Journal, and
extensive coverage in national and local consumer lifestyle publications |
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