SVEDKA Vodka, a brand of Victor, N.Y.-based Constellation Brands, launched its first national brand campaign in more than five years. The brand's new integrated marketing campaign features the call-to-action of Bring Your Own Spirit and will include TV commercials, creative digital marketing and social media content.
SVEDKA's new Bring Your Own Spirit message channels its original and energizing brand ethos through vibrant imagery, captivating content, and declarative language, the company says. The 15- and 30-second TV commercials showcase an eclectic and energetic cast, who bring their own spirit to the occasion and living their lives with authenticity, diversity and originality, the company adds. In its digital ad creative, the brand speaks directly to its consumer through visuals and dynamic language such as "All Heart Eyes on You," "Exist Loudly," "Darling, You're A Heavy Pour," and "You're A Rainbow & They're All Colorblind."
"SVEDKA has stood out for years with its loyal fan base for its edgy and provocative point of view," said Jim Sabia, chief marketing officer for Constellation Brands, in a statement. "We believe that the brand's new Bring Your Own Spirit platform represents the consumer of today — one that is fearlessly original, has a distinct point of view, and makes no apologies for who they are or what they do. This campaign showcases the dynamic energy and sense of place that connects the consumer intimately with the SVEDKA brand, creating a tangible sense of good times in the immediate future."
The creative within all Bring Your Own Spirit ads highlights how SVEDKA breaks the mold and supports thrill seekers with its vast and innovative flavor portfolio including Strawberry Lemonade, Cucumber Lime and Blue Raspberry, as well as its core flavors, the company says.
TV commercials are playing on cable networks including Bravo, ESPN, USA, E!, Comedy Central, among others. Following broadcast, digital marketing and social media ads will roll out across Facebook and Instagram through Spring 2019. Digital platforms will be a critical media vehicle to communicate the brand's message through banner advertising and interactive content opportunities that allow the consumer to click through to SVEDKA's brand site and explore the brand and Bring Your Own Spirit in its entirety, the company adds.