Absolut Vodka, with Euro RSCG Magnet, announced the $10 million launch campaign for Level Vodka, its new line of "super premium" vodka that is now available nationwide. Euro RSCG Magnet has been the PR agency of record for Level Vodka for five months.
The company said that the funding would go towards television spots [a first for Absolut], print advertising, public relations, events, on-premise promotions and its levelvodka.com website.
The company is hosting three "Cocktails for a Cause" benefits to raise funds to combat A.L.S./ Lou Gehrig's Disease. The first of the three events will take place at the Marquee in New York's Meatpacking District on April 14. The company created a drink called the Platinum Level Martini, which it will sell for $50 at the event. The sales from those martinis, in addition to a significant investment, will go towards the cause, according to Lorne Fisher, Absolut's director of public relations and events.
Prior to the launch, Level was distributed to nearly 1,000 tastemakers and featured at events during the Super Bowl, Oscars, and Golden Globe Awards.
"We seeded the product with influencers - celebrities, restaurateurs, fashionistas - and that helps to build the image. We went to a variety of groups because everyone responds differently to different influencer groups," Fisher said.
Previous Level Vodka event sponsorships included "Super Bowl Taste of the NFL," a fundraiser for the homeless, and a Vanity Fair party.
"We also conducted a tasting for consumer editors. We've already had coverage in Playboy, Cargo and other magazines."
Fischer said that, according to its consumer survey, 60 percent of Grey Goose drinkers also drink Absolut. So the company believes this product can be positioned as a complement to the flagship brand.
"We defined programs to address the product and image. The point we are striving to achieve is that it is a very accessible brand."