Svedka Vodka, an import brand of Victor, N.Y.-based Constellation Brands, will launch a national integrated marketing campaign featuring outdoor, digital, social, print and experiential activations this month. The brand, which is imported by Spirits Marque One LLC, New York, will highlight in the new advertising campaign bold imagery that expresses the “possibilities that may unfold” with Svedka. For example, the product-focused executions showcase vibrant colors and liquid cues surrounding a Svedka bottle that depicts the energy and anticipation of what can happen at any given moment, the company says.

“This campaign showcases the dynamic energy and imagery that connects the consumer more closely with the product, creating a tangible sense of immediate future,” said Diana Pawlik, vice president of marketing for Svedka Vodka, in a statement. “It's all about the possibilities of the ‘now.’”

Joseph Bonnici, creative director of Toronto-based Bensimon Byrne, added: “Our challenge, creatively, was to take the notion of being progressive and ahead of the curve while immediately relevant to our millennial target. We collaborated with Matt Barnes, a coveted and award-winning commercial photographer, and one of the hottest multi-media production houses in Europe, [Düsseldorf, Germany-based] Parasol Island. The result is a spectacularly vivid world where anything is possible with Svedka.”

Highlighting new flavors, core flavors as well as the brand’s 80-proof offerings, the campaign will first feature Svedka Vodka, Svedka Orange Cream Pop and Svedka Strawberry Colada advertisements in the spring, followed by a range of new executions in the fall, the company says. Digital and out-of-home executions begin this month, followed by experiential sampling events in 20 markets across the country throughout the summer, it adds.