Media: TV
Brand: Reyka Vodka
Agency: Red Tettemer O’Connell + Partners
President and Chief Creative Officer: Steve Red
Executive Creative Director & Partner: Steve O’Connell
VP Creative Director: Todd Taylor
Creative Director: Chris Plehal
Senior Art Director: Dave Wiest, Justin Rentzel
Producers: Joe Mosca, Rebecca Jacobs
VP, Account Director: Jessica O’Conor
Senior Account Manager: Alexis Papazian
Production Company: Expressway Productions
Producer: Mike Gualtieri
Assistant Director: Nic Reader
Production Assistant: Adam Russell
Director of Photography: Zac Rubino
Camera Assistant: Gino Varisano
Editing House: Red Tettemer O’Connell + Partners
Editor: Chip Schofield
Title: What Icelanders Eat & Drink
Description:
Today, Reyka, the charmingly off-beat Icelandic vodka owned and sold by independent family-owned distiller William Grant & Sons, makes its television debut. Targeted to only run in the Portland, Oregon market, the commercials will serve as part of a larger, 360-degree beachhead strategy that the Scotland-based company has implemented across the portfolio in recent years.
The challenge: double the volume of Reyka Vodka in Oregon. The tactics: expand visibility, increase trial and elevate awareness. To do that, the campaign titled “Made of Iceland” will launch with the below components:
Four 15-second television commercials, viewable here
Created in partnership with Red Tettemer O’Connell + Partners (RTO+P), the commercials will feature Reyka’s unofficial spokesperson, Frikki – a quirky Icelander who started popping up around the Euro Cup and holidays on the Reyka Vodka social channels last year. For reference, you can check those out here.
The spots, running through August during primetime broadcast and cable television slots, play off some of the similarities between Portland and Iceland, emulating the fun and eccentric persona of Reyka Vodka.
On and off-premise point-of-sale including shelf toppers, in-bar coasters, print signage and more
The sponsorship of large-act live summer concerts in Portland
Local Portland media partnerships featuring the new Reyka brand world and events
Dedicated local PR efforts throughout Oregon
Social media paid support and amplification
Brand Ambassador engagement: Reyka Vodka National Ambassador, Trevor Schneider, will be spending dedicated time in Portland, Oregon to meet with bartenders, host press events and lead local activations
William Grant & Sons has experienced success using this beachhead approach most recently with Milagro Tequila in the Colorado market, where they’ve seen accelerated depletions of over 40% year to date. There, the award-winning tequila took a more grassroots approach in the Denver market focusing on the on-premise with the addition of a full-time Tequila Associate, the launch of targeted out of home media, the sponsorship if numerous events, and brand ambassador engagement.