CLIENT: EFFEN VODKA
AGENCY: WE ARE MULTIPLY
Super-premium vodka made for the go-getters, the creatives, the ones who embrace what sets them apart from the rest. To launch various limited time offerings and new flavor variants for EFFEN Vodka, we developed 360 degree marketing strategies that made a splash. All backed by the legendary rapper, entrepreneur, actor and producer 50 Cent. Scroll down to feel the vibes.
SUPER BOWL 50
LIMITED EDITION
FOOTBALL BOTTLE
To coincide with the launch of 50 Cent’s limited edition EFFEN Vodka football bottle ahead of Super Bowl 50, we coordinated and deployed super-premium mailers to notable celebrities, media contacts and influencers featuring the limited timed offering, a football signed by 50 Cent and a gold, engraved at-home cocktail kit. We coordinated NYC desksides with 50 Cent, interviews during his Bay Area appearances and amplified the launch on social media throughout the Big Game, which resulted in epic sales and buzz for the brand.
Yahoo! News // Vibe // Billboard // BroBible // Paste Magazine // Haute Living // The Spirits Business // BevNet // People Magazine // Parade + more
ART BASEL: THE EFFEN UPGRADE
THE ART OF TRAVEL: BY AIR, LAND OR SEA
For Art Week 2016, we brought EFFEN Vodka, 50 Cent and Uber together to create the first-ever UberSEAPLANE. By sea, UberBOAT connected Miami Beach and the art districts. Riders could request a complimentary #EFFENUpgrade on land in a custom-wrapped SUV by artist Kwue Molly, fit with a curated playlist by 50 Cent and a photobooth. We also activated the brand at one of the top Art Basel events in Miami Beach, where 50 Cent mixed up cocktails and Kwue Molly created a live art installation with EFFEN bottles. The campaign generated tens of millions of earned and social media impressions.
MIX IT UP
Music brings us all together. So does EFFEN Vodka. We assembled 50 Cent’s team of talented DJs and threw a party with media at a recording studio in Manhattan to celebrate the launch of three new EFFEN Vodka flavors: Green Apple, Raspberry and Blood Orange. Turns out mixing cocktails is a lot like mixing music. This PR launch strategy further catapulted EFFEN Vodka into the music and creative space during a crucial time for the brand as its target demographic slightly shifted.
