Millennials touch the Skyy with introduction of coconut vodka

Jumping on the recent coconut trend, Skyy tapped AOR Alison Brod to introduce its new drink, Skyy Infusions Coconut, the first coconut-infused vodka that is available nationwide.

Client
Skyy
PR agency

Alison Brod Public Relations
Campaign

Skyy Infusions Coconut launch
Duration

April-August 2012
Budget

$300,000

Jumping on the recent coconut trend, Skyy tapped AOR Alison Brod to introduce its new drink, Skyy Infusions Coconut, the first coconut-infused vodka that is available nationwide.

Strategy
Alison Brod decided to tie the product to brands and celebrities favored by Millennials.

Tactics
The agency executed a private pool party during Coachella.

The launch included a Beats By Dre gifting suite where attendees could design their own headphones, take part in a Havaianas flip-flops giveaway, and see Sole Bicycles painted on-site by artists. The firm also enlisted celebrity attendees including Gossip Girl actor Penn Badgley and Alexander Skarsgard from True Blood.

Alison Brod partnered with Spin magazine to curate a DJ lineup including Lykke Li, Peter Bjorn and John, and Andrew Wyatt of Miike Snow.

Attendees were able to print for free on-site all photos tweeted on Twitter with the hashtag #skyycoconut. The launch benefited charitable organization Being Alive.

Alison Brod also booked Moses LaBoy, mixologist for celebrity chef Marcus Samuelsson's new Harlem restaurant Red Rooster, and strategically pitched his summer-themed cocktails to media.

Results
Coverage appeared in outlets including Maxim, Nylon, OK!, Us Weekly, Cosmopolitan, and Star, E!, and People.com, resulting in more than 168 million media impressions.

Sales of the vodka brand have increased by double digits. Skyy Infusions sales were up 21.4% for the 52 weeks ended July 26, 2012, according to Nielsen.

Future
Alison Brod is working with Samuelsson for an upcoming fall project.

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