MINNEAPOLIS: Phillips Distilling Company has selected Formula PR as its agency partner for the UV Vodka and Prairie Organic Spirits collections following a review.
Five agencies competed in the RFP process, with two firms advancing to the final round, said Marla Burke, marketing and creative director at the spirits company.
She cited the strength of Formula's pitch, as well as the team's expertise and creativity. The firm will begin working on the account in January.
“We haven't had a huge focus on PR before, so we're hoping [Formula] will take us to the next level and get us more involved in social media and consumer engagement,” said Burke.
Prior to bringing on Formula, Phillips worked with Roepke Public Relations for four years.
Representatives from Roepke were not available for comment.
For the UV Vodka line, which includes flavored vodkas, Formula will look to connect with the brand's target demographic of women between 21 and 25 years old, said Burke.
Prairie Organic, with a portfolio of vodka, gin, and cucumber-flavored vodka, has a target audience of women between 27 and 45 years old, she added.
With a team of five staffers on the account, Formula will focus on targeting national press, as well as local media, said Michael Olguin, president of the agency. The firm's New York office will lead the account work.
He added that its biggest goals for the account are to get broader exposure for the company and “drive it into bigger markets to get some buzz.”
The contract is for one year. Budget information was not disclosed.
In addition to UV Vodka and Prairie, Phillips' portfolio consists of Revel Stoke Spiced Whisky, the Phillips line, and SourPuss Liqueurs.
Formula's other food and beverage clients include Ciao Bello, Tribe Hummus, Liquid Nutrition, and Neuro Drinks.