Welcome!

iPhone Authors: Michael Shaulov, Shelly Palmer, Elizabeth White, Kevin Benedict, Yeshim Deniz

News Feed Item

Skyy(R) Vodka Unveils "West of Expected(TM)" -- New Marketing Campaign Illuminates Brand's Progressive Origins

Teams With Venables Bell & Partners to Launch Creative Platform That Encourages Consumers to Rethink the Expected

SAN FRANCISCO, CA--(Marketwired - July 08, 2014) - SKYY® Vodka, the number-one premium vodka brand founded and made in the USA, unveils its new 360-degree marketing platform today -- "West of Expected™." Introduced in 1992 in the iconic cobalt-blue bottle that revolutionized how vodkas were made and marketed, SKYY is about to turn the industry on its ear once again. Developed by Venables Bell & Partners, SKYY's campaign rethinks nightlife conventions with a fresh and irresistible voice inspired by the brand's innovative roots.

SKYY was conceived by an engineer who reimagined the entire vodka category for a better experience. From SKYY's sleek, cobalt-blue bottle, which broke Old World packaging traditions from Russian and Eastern European style vodkas, to its first cutting-edge, lifestyle marketing campaigns -- SKYY has always challenged convention and taken a fresh perspective. Following this lead, SKYY's "West of Expected" platform centers on that very notion -- that anything can be made better with fresh thinking -- and is presented with clever tongue-in-cheek wit, ensuring that it never takes itself too seriously. 

"In 1992, SKYY was born in San Francisco with the belief that everything can be made better with a little fresh thinking. It's how we created our vodka and the way we see the world," said Kathleen Schuart, Senior Marketing Director, White Spirits and Cordials, Campari America. "It's with this spirit that SKYY's new marketing platform is inviting us to take an optimistic view and reimagine the world around us. We are kicking off our campaign by challenging our thinking around the givens in our social lives, interactions and experiences, in a fun and clever way."

SKYY partnered with internationally recognized independent San Francisco advertising agency, Venables Bell & Partners, to help reimagine the brand's image and capture the irreverent and rule-breaking essence and heritage of SKYY's roots. The agency is best known for creating award-winning challenger-approach campaigns for brands like Audi of America, Google, eBay and Intel. Most recently, Cannes Lions awarded Venables Bell & Partners for its Intel "Look Inside" film series, which highlights making the impossible, possible.

"SKYY was invented in California, an unexpected place to conceive a vodka and is created in unexpected ways, like an innovative filtration process using real California limestone," said Will McGinness, Executive Creative Director, Venables Bell & Partners. "So it was important to create a campaign that was equally original, not following any traditional liquor advertising clichés. We think today's consumers have seen enough perfect-people-laughing-while-holding-martini-glasses-in-spirits advertising. It is time for something different."

The witty TV spots, directed by Mike Maguire of Biscuit Filmworks, are on a set inspired by a galaxy where an eccentric host delivers lessons on the universe -- only rather than explaining the cosmic significance of a star cluster, these lessons illuminate how to make one's evening better with a little fresh thinking as told by the host and a troop of surreal camouflaged choreographed stagehands with a series of peculiar props.

In the first episode of the series, "Attraction," the host explores the nature of attraction in the universe using an apple and an orange. Only the audience quickly comes to realize that he's really using the fruit to explore the cosmic importance of a wingman when going out -- or, in this case, a "wing-lemon." The out-of-home campaign continues the same witty and unexpected perspective with taglines like, "Vodka so filtered, we even took the Russia out of it" and "No artificial traditions added." One cheeky execution reminds bar patrons, "Your bartender has a name. It's not hey."

SKYY will be bringing the same "West of Expected" mentality to its fully integrated marketing campaign and will build programs that are continually evolving, encourage conversation and appeal to a new generation of vodka drinkers. The summer's highlights include:

  • SKYY's new LGBT program, Toast to Marriage, is designed to draw together communities to help increase visibility and raise funds for Freedom to Marry, the sole national organization dedicated to winning marriage for all nationwide.
  • In the on-premise, SKYY is focused on connecting with consumers by creating innovative nightlife experiences. SKYY recently partnered with Boiler Room TV, the leading music platform in underground music, to launch SKYY Stream, one-of-a-kind HD quality live DJ shows that deliver a nightlife experience like no other directly to consumers through social media.
  • Available on premise from July - September, SKYY is breaking the rules on packaging again, releasing a first-of-its-kind limited-edition bottle uniquely designed for bottle service, SKYY ELECTRIFYY, which features a graphic LED label that moves to the beat of the music.

The "West of Expected" TV campaign will be unveiled on July 9 nationwide and will appear in national general consumer television and in online executions. Media includes ESPN, FX, AMC, IFC, Bravo, Comedy Central, Logo, TBS, TNT, NBC and VH1. Digital includes Hulu, YouTube, Urban Daddy and Vice. Out-of-home will appear in key markets including New York, Chicago, Los Angeles, San Francisco, Las Vegas, Seattle, Milwaukee, Dallas, Miami, Ft. Lauderdale, New Jersey and Boston.

"West of Expected" will continue with more breakthrough 360-degree programming to come throughout 2014 and 2015.

About SKYY Vodka
SKYY Vodka was invented in San Francisco in 1992 and is steeped with the innovative and progressive spirit of California. Conceived by an inventor looking to create the world's smoothest vodka, SKYY revolutionized vodka quality with its proprietary quadruple-distillation and triple-filtration process to deliver a fresh, clean spirit. Like many things that originate in San Francisco, SKYY grew from a tiny startup into what it is today -- the leading domestic premium vodka in the US. To learn more, visit SKYY.com

About Venables Bell & Partners
Venables Bell & Partners is an independent San Francisco advertising agency founded on good intentions. VB&P is privileged to work with SKYY, Audi of America, Reebok, Intel, and the Phillips 66 Company, among others. To learn more, visit www.venablesbell.com.

About Campari America
Campari America is a wholly owned subsidiary of Davide Campari-Milano S.p.A. (Reuters CPRI.MI - Bloomberg CPR IM). At the heart of Campari America are two legends in the American spirits industry. The first, Skyy Spirits, was founded in San Francisco back in 1992 by the entrepreneur who invented iconic SKYY Vodka. The second is the world-famous Wild Turkey Distillery in Lawrenceburg, Kentucky, where they have been making the world's finest whiskies since the 1800's. Both companies were purchased by Davide Campari-Milano and together they form Campari America, which has built a portfolio unrivaled in its quality, innovation and style, making it a top choice among distributors, retailers and consumers. Campari America manages Gruppo Campari's portfolio in the US with such leading brands as SKYY® Vodka, SKYY Infusions®, Campari®, Wild Turkey® Straight Kentucky Bourbon, American Honey®, Russell's Reserve®, Glen Grant® Single Malt Scotch Whisky, Forty Creek® Whisky, Cabo Wabo® Tequila, Espolón® Tequila, Appleton® Estate Rum, Wray & Nephew® Rum, Coruba® Rum, Ouzo 12®, X-Rated® Fusion Liqueur®, Frangelico®, Cynar®, Carolans Irish Cream®, Irish Mist® Liqueur, Sagatiba® Cachaça and Jean-Marc XO Vodka®. 

Campari America is headquartered in San Francisco, California. More information on the company can be found at www.campariamerica.com, www.facebook.com/campariamerica, Twitter: @CampariAmerica and www.camparigroup.com. Please enjoy Campari America brands responsibly and in moderation.

About Gruppo Campari
Davide Campari-Milano S.p.A., together with its affiliates ('Gruppo Campari'), is a major player in the global beverage sector, trading in over 190 nations around the world with leading positions in Europe and the Americas. The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. The Group's portfolio, with over 50 brands, spans spirits, the core business, wines and soft drinks. Internationally-renowned brands include Aperol, Appleton, Campari, Cinzano, SKYY and Wild Turkey. Headquartered in Sesto San Giovanni, Italy, Campari owns 16 plants and 4 wineries worldwide and has its own distribution network in 18 countries. The Group employs over 4,000 people. The shares of the parent company, Davide Campari-Milano S.p.A. (Reuters CPRI.MI - Bloomberg CPR IM), are listed on the Italian Stock Exchange since 2001. For more information: http://www.camparigroup.com

Please enjoy our brands responsibly.

The following files are available for download:

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

@ThingsExpo Stories
The Internet of Things (IoT) is going to require a new way of thinking and of developing software for speed, security and innovation. This requires IT leaders to balance business as usual while anticipating for the next market and technology trends. Cloud provides the right IT asset portfolio to help today’s IT leaders manage the old and prepare for the new. Today the cloud conversation is evolving from private and public to hybrid. This session will provide use cases and insights to reinforce the value of the network in helping organizations to maximize their company’s cloud experience.
Disruptive macro trends in technology are impacting and dramatically changing the "art of the possible" relative to supply chain management practices through the innovative use of IoT, cloud, machine learning and Big Data to enable connected ecosystems of engagement. Enterprise informatics can now move beyond point solutions that merely monitor the past and implement integrated enterprise fabrics that enable end-to-end supply chain visibility to improve customer service delivery and optimize supplier management. Learn about enterprise architecture strategies for designing connected systems tha...
Cultural, regulatory, environmental, political and economic (CREPE) conditions over the past decade are creating cross-industry solution spaces that require processes and technologies from both the Internet of Things (IoT), and Data Management and Analytics (DMA). These solution spaces are evolving into Sensor Analytics Ecosystems (SAE) that represent significant new opportunities for organizations of all types. Public Utilities throughout the world, providing electricity, natural gas and water, are pursuing SmartGrid initiatives that represent one of the more mature examples of SAE. We have s...
IoT is still a vague buzzword for many people. In his session at Internet of @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, will discuss the business value of IoT that goes far beyond the general public's perception that IoT is all about wearables and home consumer services. The presentation will also discuss how IoT is perceived by investors and how venture capitalist access this space. Other topics to discuss are barriers to success, what is new, what is old, and what the future may hold.
Whether you're a startup or a 100 year old enterprise, the Internet of Things offers a variety of new capabilities for your business. IoT style solutions can help you get closer your customers, launch new product lines and take over an industry. Some companies are dipping their toes in, but many have already taken the plunge, all while dramatic new capabilities continue to emerge. In his session at Internet of @ThingsExpo, Reid Carlberg, Senior Director, Developer Evangelism at salesforce.com, to discuss real-world use cases, patterns and opportunities you can harness today.
All major researchers estimate there will be tens of billions devices – computers, smartphones, tablets, and sensors – connected to the Internet by 2020. This number will continue to grow at a rapid pace for the next several decades. With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be!
Noted IoT expert and researcher Joseph di Paolantonio (pictured below) has joined the @ThingsExpo faculty. Joseph, who describes himself as an “Independent Thinker” from DataArchon, will speak on the topic of “Smart Grids & Managing Big Utilities.” Over his career, Joseph di Paolantonio has worked in the energy, renewables, aerospace, telecommunications, and information technology industries. His expertise is in data analysis, system engineering, Bayesian statistics, data warehouses, business intelligence, data mining, predictive methods, and very large databases (VLDB). Prior to DataArcho...
Software AG helps organizations transform into Digital Enterprises, so they can differentiate from competitors and better engage customers, partners and employees. Using the Software AG Suite, companies can close the gap between business and IT to create digital systems of differentiation that drive front-line agility. We offer four on-ramps to the Digital Enterprise: alignment through collaborative process analysis; transformation through portfolio management; agility through process automation and integration; and visibility through intelligent business operations and big data.
There will be 50 billion Internet connected devices by 2020. Today, every manufacturer has a propriety protocol and an app. How do we securely integrate these "things" into our lives and businesses in a way that we can easily control and manage? Even better, how do we integrate these "things" so that they control and manage each other so our lives become more convenient or our businesses become more profitable and/or safe? We have heard that the best interface is no interface. In his session at Internet of @ThingsExpo, Chris Matthieu, Co-Founder & CTO at Octoblu, Inc., will discuss how thes...
Last week, while in San Francisco, I used the Uber app and service four times. All four experiences were great, although one of the drivers stopped for 30 seconds and then left as I was walking up to the car. He must have realized I was a blogger. None the less, the next car was just a minute away and I suffered no pain. In this article, my colleague, Ved Sen, Global Head, Advisory Services Social, Mobile and Sensors at Cognizant shares his experiences and insights.
We are reaching the end of the beginning with WebRTC and real systems using this technology have begun to appear. One challenge that faces every WebRTC deployment (in some form or another) is identity management. For example, if you have an existing service – possibly built on a variety of different PaaS/SaaS offerings – and you want to add real-time communications you are faced with a challenge relating to user management, authentication, authorization, and validation. Service providers will want to use their existing identities, but these will have credentials already that are (hopefully) ir...
Can call centers hang up the phones for good? Intuitive Solutions did. WebRTC enabled this contact center provider to eliminate antiquated telephony and desktop phone infrastructure with a pure web-based solution, allowing them to expand beyond brick-and-mortar confines to a home-based agent model. It also ensured scalability and better service for customers, including MUY! Companies, one of the country's largest franchise restaurant companies with 232 Pizza Hut locations. This is one example of WebRTC adoption today, but the potential is limitless when powered by IoT. Attendees will learn rea...
From telemedicine to smart cars, digital homes and industrial monitoring, the explosive growth of IoT has created exciting new business opportunities for real time calls and messaging. In his session at Internet of @ThingsExpo, Ivelin Ivanov, CEO and Co-Founder of Telestax, will share some of the new revenue sources that IoT created for Restcomm – the open source telephony platform from Telestax. Ivelin Ivanov is a technology entrepreneur who founded Mobicents, an Open Source VoIP Platform, to help create, deploy, and manage applications integrating voice, video and data. He is the co-founder ...
The Internet of Things (IoT) promises to create new business models as significant as those that were inspired by the Internet and the smartphone 20 and 10 years ago. What business, social and practical implications will this phenomenon bring? That's the subject of "Monetizing the Internet of Things: Perspectives from the Front Lines," an e-book released today and available free of charge from Aria Systems, the leading innovator in recurring revenue management.
The Internet of Things will put IT to its ultimate test by creating infinite new opportunities to digitize products and services, generate and analyze new data to improve customer satisfaction, and discover new ways to gain a competitive advantage across nearly every industry. In order to help corporate business units to capitalize on the rapidly evolving IoT opportunities, IT must stand up to a new set of challenges.
There’s Big Data, then there’s really Big Data from the Internet of Things. IoT is evolving to include many data possibilities like new types of event, log and network data. The volumes are enormous, generating tens of billions of logs per day, which raise data challenges. Early IoT deployments are relying heavily on both the cloud and managed service providers to navigate these challenges. In her session at 6th Big Data Expo®, Hannah Smalltree, Director at Treasure Data, to discuss how IoT, Big Data and deployments are processing massive data volumes from wearables, utilities and other mach...
P2P RTC will impact the landscape of communications, shifting from traditional telephony style communications models to OTT (Over-The-Top) cloud assisted & PaaS (Platform as a Service) communication services. The P2P shift will impact many areas of our lives, from mobile communication, human interactive web services, RTC and telephony infrastructure, user federation, security and privacy implications, business costs, and scalability. In his session at Internet of @ThingsExpo, Erik Lagerway, Co-founder of Hookflash, will walk through the shifting landscape of traditional telephone and voice s...
While great strides have been made relative to the video aspects of remote collaboration, audio technology has basically stagnated. Typically all audio is mixed to a single monaural stream and emanates from a single point, such as a speakerphone or a speaker associated with a video monitor. This leads to confusion and lack of understanding among participants especially regarding who is actually speaking. Spatial teleconferencing introduces the concept of acoustic spatial separation between conference participants in three dimensional space. This has been shown to significantly improve comprehe...
The Internet of Things is tied together with a thin strand that is known as time. Coincidentally, at the core of nearly all data analytics is a timestamp. When working with time series data there are a few core principles that everyone should consider, especially across datasets where time is the common boundary. In his session at Internet of @ThingsExpo, Jim Scott, Director of Enterprise Strategy & Architecture at MapR Technologies, will discuss single-value, geo-spatial, and log time series data. By focusing on enterprise applications and the data center, he will use OpenTSDB as an example...
SYS-CON Events announced today that Gridstore™, the leader in software-defined storage (SDS) purpose-built for Windows Servers and Hyper-V, will exhibit at SYS-CON's 15th International Cloud Expo®, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Gridstore™ is the leader in software-defined storage purpose built for virtualization that is designed to accelerate applications in virtualized environments. Using its patented Server-Side Virtual Controller™ Technology (SVCT) to eliminate the I/O blender effect and accelerate applications Gridsto...