PALM BEACH, FL: Polish vodka brand Sobieski hired Zeno Group as its AOR, following a competitive RFP process that began earlier this year.
The agency will be tasked with supporting the brand's continued positioning around its 3-year-old “Truth in Vodka” tagline, as well as expand on a new advertising campaign featuring Sobieski part-owner Bruce Willis.
The review involved 10 New York-based agencies of varying size, including incumbent Cramer-Krasselt (C-K) which the company hired as AOR in April 2009, explained Timo Sutinen, VP of marketing and business development at Sobieski parent Imperial Brands.
C-K declined to comment.
Sutinen said the company decided to look only at New York-based agencies to “create synergies” with the company's other New York agencies, including media buying agency Horizon Media and advertising agency Meter Industries.
Zeno will begin with social media promotional efforts and traditional media relations surrounding the new ad campaign. The team is also currently planning a series of events in July featuring Bruce Willis, including a press conference and influencer events largely for buyers and distributors.
“We're informing a large audience about the brand and new partnership with Bruce Willis,” he said. “Hopefully [the PR effort] will support the ad campaign directly.”Barby Siegel, CEO at Zeno Group, explained that the agency will leverage the brand's "story," including its Polish heritage, in its strategy. "They are a very well-known brand around the world," she said. "We want to ride all that good momentum."