Stoli sought to develop a campaign for its new Elit vodka that tied in with its desired high-style image.
"We wanted to bring the brand to life," said Adam Rosen, senior brand manager for Stoli. "Elit is a brand of luxury, celebrity, pampering, and opulence. We sought to showcase it in a format to build the elite world."
IDEA: A line of Penny Preville diamond jewelry helped illustrate the clarity of the Elit vodka, which undergoes a four-step distilling process. The line included a diamond cuff bracelet, diamond clip-on pendant, gold and diamond hoop earrings, and diamond cuff links.
TOOLS: The jewelry line was unveiled to spokesperson Rosario Dawson during a cross-country flight on an Elit-branded private jet. She and her guests were treated to an in-flight fashion show with a gourmet tasting by Terrance Cave, owner and executive chef at New York City's HQ restaurant. Jason Kosmas, a mixologist and co-owner of NYC's Employees Only, personally mixed customized Stoli Elit cocktails. The PR team offered exclusives of the event to E! and OK! Magazine. Going forward, the team will work to promote the auction of the Elit collection, which will benefit DIFFA: Design Industries Foundation Fighting Aids, one of the US' largest supporters of HIV/AIDS service and education programs.
MEASUREMENT: Rosen said Stoli will look to traditional PR measurement, including number and quality of media hits, and 80% of proper messaging. He added that a large part of the effort's success will be measured by the amount of broadcast coverage and the ease in which they secure the next celebrity to fly from LA to New York for New York's Fashion Week in the fall.
Company: Stolichnaya Elit & Penny Preville
Campaign: Elite Fleet: Fashion Takes Flight
PR team: Stolichnaya, The Thomas Collective
Other marketing: Web site (Fly Communications)
Launch: March 17