Ambition
While historically doing well in retail, SVEDKA Vodka faced challenges to grow volume in on-premise accounts. So the brand tasked Giant Step to position them as socially relevant brand among 21-35 year old influencers & tastemakers and increase SVEDKA’s presence in high-end, on-premise accounts.
Action
We built an integrated platform for SVEDKA called "Future Music Series," playing on the brand’s tagline: "Voted Best Vodka of 2033." We brokered and launched a strategic national partnership with Morgans Hotel Group and implemented a drinks and POS strategy on properties nationwide. The Future Music Series came to life through 100+ events nationwide - 18 live shows, 60 listening events and over 40 club nights across luxury properties. We identified and aligned SVEDKA with then-emerging artists Aloe Blacc, Wale, Janelle Monáe, and Fitz & The Tantrums and created national partnerships with established artists such as Sade, Robyn, Daft Punk and Mark Ronson.
To boost awareness around the program, we created a series of radio shows featured on iTuned hosted by renowned BBC Radio 1 DJ Benji B, developed a custom mobile app as a program hub, and produced a video series highlighting artists in the program.
Impact
50 thousand event attendees
165m media impressions
60 thousand content downloads
120 thousand drinks sampled
110 thousand new customers to the database