REYKA VODKA Redefine The Night
Reyka is a small batch vodka from Iceland, uniquely crafted in a rare Carter Head Still and filtered through lava rocks. It was being introduced in the U.S. when this program was developed.
As the Concept Director for this program, I created the experiential plan and developed its creative platform.
SITUATION
The goal was to create a program that brought to life the character of a brand that is “as unique as the land that inspires it.”
It is a place unlike anywhere. And home to a vodka unlike any other. It embodies the spirit of a land much different than its name would imply, a land that redefines the typical. It is a warm, friendly, creative spirit steeped in art, literature and music. It is
CHALLENGE
Induce call and create advocacy for the brand amongst the “Creative Explorer” target audience while reinforcing Reyka’s Icelandic spirit. Provide on-premise accounts with reason to order/re-order the product.
SOLUTION
Redefine the night out. Inspire people to discover it the Reyka way.
PROGRAM DETAILS
Night Out, Redefined
(Summer Solstice Program)
In a land where at times the sun is rarely seen, the celebrations for the times when the sun is still out at midnight are epic.
This program brought the magic of the summer solstice to key markets in the U.S. by paying homage to the longest party of the year highlighted with a midnight toast to the midnight sun.
PROGRAM DETAILS
Key Market Activation
- Summer Solstice parties at key accounts in Mission District, San Francisco, Brooklyn, New York, Back Bay, Boston, and Wicker Park, Chicago
- "Reykavangelist" sherpas of the night inspire Creative Explorers to redefine their nights out
- Specialty drinks and midnight toasts to the sun
- Reyka NightFX photo app
- Sweeps to win trips to Iceland
RESULTS
- Annual sales increase in the high double digits (up 80% in the first 6 months)
- Summer solstice continues to be an annual celebration for Reyka Vodka