NEW YORK: Ultra-premium spirits brand Purity Vodka has selected Catalyst as its AOR for North America following a competitive review involving advertising, digital, and PR agencies.
The IMG Consulting firm, which began working with Purity in March, was chosen because of its range of capabilities and creative ideas, said Andy Glaser, president and CEO of Purity.
Before Catalyst, Purity worked with three agencies on PR, advertising, and digital efforts, added Glaser, but he declined to name the firms. The brand invited a variety of agencies to pitch for the business with the aim of consolidating the work into one account. Catalyst’s array of service offerings made it stand out among the competition, explained Glaser.
He added that the brand still works with Mulholland Drive Entertainment on entertainment marketing.
Catalyst’s main tasks for Purity include PR, branding, digital and social strategy, website design, and content development. The agency will work with Purity on creating a content series that it can distribute across paid, earned, and owned channels, said Glaser.
"As a craft artisanal brand, consumers are looking for the back story, the authenticity, and what’s behind the brand," he added. "It’s difficult to tell that story in traditional environments in terms of advertising, so we wanted to move into a digital medium to tell our brand story through content."
The brand does not plan on doing much advertising going forward, Glaser said.
With Purity being priced at around $40 per bottle, Glaser said the brand’s target demographic is "a more sophisticated, upscale, discerning consumer" between 30 to 45 years old.
Purity is also trying to introduce the "concept of taste" with vodka that people generally associate with whiskeys or bourbons, said Glaser.
"What we’re trying to do is pioneer a whole sense of understanding that you can have great tasking vodka that you can sip, have on the rocks, or in a martini and enjoy the complexity of the flavors," he explained.
The contract is initially for one year, but Glaser said the brand tends to have long-term relationships with its agency partners. He declined to disclose budget information.