|By Marketwired .||
|July 8, 2014 11:24 AM EDT||
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:
- SKYY Vodka unveils âEURœWest of ExpectedâEUR âEUR" New marketing campaign illuminates brandâEUR™s progressive origins
Samsung VP Jacopo Lenzi, who headed the company's recent SmartThings acquisition under the auspices of Samsung's Open Innovaction Center (OIC), answered a few questions we had about the deal. This interview was in conjunction with our interview with SmartThings CEO Alex Hawkinson. IoT Journal: SmartThings was developed in an open, standards-agnostic platform, and will now be part of Samsung's Open Innovation Center. Can you elaborate on your commitment to keep the platform open? Jacopo Lenzi: Samsung recognizes that true, accelerated innovation cannot be driven from one source, but requires a...
Oct. 23, 2014 11:45 PM EDT Reads: 2,440
SYS-CON Events announced today that Red Hat, the world's leading provider of open source solutions, will exhibit at Internet of @ThingsExpo, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Red Hat is the world's leading provider of open source software solutions, using a community-powered approach to reliable and high-performing cloud, Linux, middleware, storage and virtualization technologies. Red Hat also offers award-winning support, training, and consulting services. As the connective hub in a global network of enterprises, partners, a...
Oct. 23, 2014 11:30 PM EDT Reads: 1,544
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, Robin Raymond, Chief Architect at Hookflash Inc., will walk through the shifting landscape of traditional telephone a...
Oct. 23, 2014 08:15 PM EDT Reads: 1,441
SYS-CON Events announced today that Matrix.org has been named “Silver Sponsor” of Internet of @ThingsExpo, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Matrix is an ambitious new open standard for open, distributed, real-time communication over IP. It defines a new approach for interoperable Instant Messaging and VoIP based on pragmatic HTTP APIs and WebRTC, and provides open source reference implementations to showcase and bootstrap the new standard. Our focus is on simplicity, security, and supporting the fullest feature set.
Oct. 23, 2014 08:00 PM EDT Reads: 1,542
BSQUARE is a global leader of embedded software solutions. We enable smart connected systems at the device level and beyond that millions use every day and provide actionable data solutions for the growing Internet of Things (IoT) market. We empower our world-class customers with our products, services and solutions to achieve innovation and success. For more information, visit www.bsquare.com.
Oct. 23, 2014 08:00 PM EDT Reads: 1,504
How do APIs and IoT relate? The answer is not as simple as merely adding an API on top of a dumb device, but rather about understanding the architectural patterns for implementing an IoT fabric. There are typically two or three trends: Exposing the device to a management framework Exposing that management framework to a business centric logic • Exposing that business layer and data to end users. This last trend is the IoT stack, which involves a new shift in the separation of what stuff happens, where data lives and where the interface lies. For instance, it’s a mix of architectural style...
Oct. 23, 2014 07:45 PM EDT Reads: 1,500
SYS-CON Events announced today that SOA Software, an API management leader, 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. SOA Software is a leading provider of API Management and SOA Governance products that equip business to deliver APIs and SOA together to drive their company to meet its business strategy quickly and effectively. SOA Software’s technology helps businesses to accelerate their digital channels with APIs, drive partner adoption, monetize their assets, and achieve a...
Oct. 23, 2014 06:15 PM EDT Reads: 1,509
From a software development perspective IoT is about programming "things," about connecting them with each other or integrating them with existing applications. In his session at @ThingsExpo, Yakov Fain, co-founder of Farata Systems and SuranceBay, will show you how small IoT-enabled devices from multiple manufacturers can be integrated into the workflow of an enterprise application. This is a practical demo of building a framework and components in HTML/Java/Mobile technologies to serve as a platform that can integrate new devices as they become available on the market.
Oct. 23, 2014 06:15 PM EDT Reads: 1,498
SYS-CON Events announced today that Utimaco 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. Utimaco is a leading manufacturer of hardware based security solutions that provide the root of trust to keep cryptographic keys safe, secure critical digital infrastructures and protect high value data assets. Only Utimaco delivers a general-purpose hardware security module (HSM) as a customizable platform to easily integrate into existing software solutions, embed business logic and build s...
Oct. 23, 2014 05:45 PM EDT Reads: 1,447
Connected devices are changing the way we go about our everyday life, from wearables to driverless cars, to smart grids and entire industries revolutionizing business opportunities through smart objects, capable of two-way communication. But what happens when objects are given an IP-address, and we rely on that connection, sometimes with our lives? How do we secure those vast data infrastructures and safe-keep the privacy of sensitive information? This session will outline how each and every connected device can uphold a core root of trust via a unique cryptographic signature – a “bir...
Oct. 23, 2014 05:00 PM EDT Reads: 1,350
Internet of @ThingsExpo Silicon Valley announced on Thursday its first 12 all-star speakers and sessions for its upcoming event, which will take place November 4-6, 2014, at the Santa Clara Convention Center in California. @ThingsExpo, the first and largest IoT event in the world, debuted at the Javits Center in New York City in June 10-12, 2014 with over 6,000 delegates attending the conference. Among the first 12 announced world class speakers, IBM will present two highly popular IoT sessions, which will take place November 4-6, 2014 at the Santa Clara Convention Center in Santa Clara, Calif...
Oct. 23, 2014 01:00 PM EDT Reads: 1,518
Almost everyone sees the potential of Internet of Things but how can businesses truly unlock that potential. The key will be in the ability to discover business insight in the midst of an ocean of Big Data generated from billions of embedded devices via Systems of Discover. Businesses will also need to ensure that they can sustain that insight by leveraging the cloud for global reach, scale and elasticity.
Oct. 22, 2014 09:00 PM EDT Reads: 1,336
WebRTC defines no default signaling protocol, causing fragmentation between WebRTC silos. SIP and XMPP provide possibilities, but come with considerable complexity and are not designed for use in a web environment. In his session at Internet of @ThingsExpo, Matthew Hodgson, technical co-founder of the Matrix.org, will discuss how Matrix is a new non-profit Open Source Project that defines both a new HTTP-based standard for VoIP & IM signaling and provides reference implementations.
Oct. 22, 2014 01:15 PM EDT Reads: 1,509
SUNNYVALE, Calif., Oct. 20, 2014 /PRNewswire/ -- Spansion Inc. (NYSE: CODE), a global leader in embedded systems, today added 96 new products to the Spansion® FM4 Family of flexible microcontrollers (MCUs). Based on the ARM® Cortex®-M4F core, the new MCUs boast a 200 MHz operating frequency and support a diverse set of on-chip peripherals for enhanced human machine interfaces (HMIs) and machine-to-machine (M2M) communications. The rich set of periphera...
Oct. 21, 2014 08:30 PM EDT Reads: 1,571
SYS-CON Events announced today that Aria Systems, the recurring revenue expert, has been named "Bronze Sponsor" of 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. Aria Systems helps leading businesses connect their customers with the products and services they love. Industry leaders like Pitney Bowes, Experian, AAA NCNU, VMware, HootSuite and many others choose Aria to power their recurring revenue business and deliver exceptional experiences to their customers.
Oct. 21, 2014 06:00 PM EDT Reads: 1,448
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.
Oct. 21, 2014 05:15 PM EDT Reads: 1,529
The Internet of Things (IoT) is making everything it touches smarter – smart devices, smart cars and smart cities. And lucky us, we’re just beginning to reap the benefits as we work toward a networked society. However, this technology-driven innovation is impacting more than just individuals. The IoT has an environmental impact as well, which brings us to the theme of this month’s #IoTuesday Twitter chat. The ability to remove inefficiencies through connected objects is driving change throughout every sector, including waste management. BigBelly Solar, located just outside of Boston, is trans...
Oct. 21, 2014 09:00 AM EDT Reads: 1,710
Oct. 20, 2014 11:45 PM EDT Reads: 1,419
Predicted by Gartner to add $1.9 trillion to the global economy by 2020, the Internet of Everything (IoE) is based on the idea that devices, systems and services will connect in simple, transparent ways, enabling seamless interactions among devices across brands and sectors. As this vision unfolds, it is clear that no single company can accomplish the level of interoperability required to support the horizontal aspects of the IoE. The AllSeen Alliance, announced in December 2013, was formed with the goal to advance IoE adoption and innovation in the connected home, healthcare, education, aut...
Oct. 20, 2014 11:15 PM EDT Reads: 1,824
Oct. 20, 2014 09:45 PM EDT Reads: 1,390