Beverage News

Skyy Vodka unveils 'Be Part of the Art' campaign

Collaboration campaign supports new Skyy Infusions Moscato Grape

Skyy Vodka, a brand of Campari America, San Francisco, announced the launch of its newest advertising and social media campaign, titled "Be Part of the Art," to support its new Skyy Infusions Moscato Grape vodka.

The Skyy Infusions Moscato Grape "Be Part of the Art" campaign began May 20 with TV advertising and online activations reflecting multiple facets of modern hip-hop culture and nightlife. The TV commercial features a collaboration between hip-hop artist Theophilus London, music video director Anthony Mandler and award-winning artist Kadir Nelson and was produced by Believe Media, Los Angeles.

In the campaign, director Mandler infuses Nelson's paintings into various "Versailles meets hip-hop" art gallery scenes. On cue, Theophilus London's original song "I Stand Alone" sparks the paintings to come to life as partygoers start an impromptu dance party while drinking Skyy Infusions Moscato Grape cocktails.

The brand also is rolling out its "Be Part of the Art" social media campaign and inviting fans to contribute to a Moscato Mosaic masterpiece. Consumer photos submitted via Skyy Vodka social media channels using the hashtag #bepartoftheart will be added to a store-front canvas displayed in New York City. The canvas will evolve into a one-of-a-kind piece of artwork as thousands of photos from around the world virtually fill the mural, the company says. The "Be Part of the Art" mosaic also will be featured on the brand's Facebook page.

“The 'Be Part of the Art' campaign embodies the hip-hop culture's evolution as it moves away from the cognac- and champagne-fueled days of excess toward a broader, all-encompassing influence on the trendsetters of today and tomorrow — what some are calling the 'Moscato Movement,’" said Umberto Luchini, head of marketing for Campari America, in a statement. "'Skyy Infusions Moscato Grape's new marketing platform encompasses every aspect of the 'Moscato Movement,' including art, music, design, fashion and a delectable cocktailing experience.”

The "Be Part of the Art" campaign will appear on national cable networks, including Bravo, ESPN, E! Network, BET, Oxygen, Style and FX, among others. These spots will be accompanied by digital site takeovers, rich digital media, billboards, transit and large-format wall installations that will roll out throughout 2013 in the United States.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.



Image Galleries

Top Beverage Flavors of 2014

Traditional flavors make up a large portion of beverage-makers’ selections, but tropical and exotic ones aren’t trailing too far behind. That’s according to research by BNP Media’s Market Research Division for Beverage Industry’s 2014 Product Development Outlook survey. Also see what's anticipated for top-selling flavors of 2015.

Click here to view the infographic in PDF format.

2/18/15 2:00 pm EST

A Healthy Future: Analyzing the latest health and wellness trends in the beverage market

The beverage marketplace continues to evolve to meet new trends and regulations. Our expert speakers will share with you their insight on what health and wellness topics will be paramount for the future success in the beverage industry.


Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI February 2015 cover

2015 February

The February 2015 Beverage Industry includes a cover story on Bai Brands, as well as articles about calorie moderation, sparkling and premium wines, and more. Check it out today!

Table Of Contents Subscribe

Wine Trends

Which trend will have the most positive impact on the wine category in 2015?
View Results Poll Archive


Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   


facebook40 twitter    youtubelinkedgoogle+ icon 40px


Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!