PR > Excellence in PR
VODKA RING
ELEVEN, Sydney / CAMPARI / 2018
Awards:
Overview
Credits
Overview
CampaignDescription
We completely re-designed the pre-mix SKYY Vodka can to become YYES Vodka, and turned our ring pull into an engagement ring pull. This special can celebrated the right of every Australian to pop the question. This proud statement showed solidarity with the LGBTQI+ community, at a time when they were under attack from the No campaign.
Execution
The classic slimline shape of the SKYY premix can remained, but was printed with new artwork, and a new ring pull was added.
The SKYY logo was replaced with YESS, and this new logo was given the rainbow treatment in the name of diversity.
The traditional ring pull was replaced by a special engagement ring pull – a detachable ring in gold-tinged brass, complete with a small cubic zirconia gemstone.
More than 50,000 of these unique cans were circulated throughout Australian liquor stores and venues.
A dollar from each YYES by SKYY Vodka can sold went to marriage equality charity ‘just.equal’ – and selling out our initial limited edition run raised $50,000 for their cause.
Outcome
The YYES campaign spread around the world, garnering SKYY Vodka attention in global mainstream publications like USA’s Fox News, as well as various respected industry publications – achieving 100% positive sentiment despite the controversial topic.
This totalled a PR value of $3,145,083 and a reach of 1,475,817,284.
It even inspired one happy couple to get engaged – with many more to come.
Relevancy
The campaign had no traditional media spend behind it – it was a purely designed to make a bold statement that would get coverage in the media and in social. It was highly successful in those objectives, generating widespread coverage that was overwhelmingly positive.
Strategy
Our target audience was very broad – we really wanted to reach every Australian over the age of 18, because that is who could vote in the plebiscite. What better place to do that than from the shelf of a liquor store? Having made this bold statement for equality, earned media took over, with the idea getting widespread coverage in social and PR.
Synopsis
In 2017, Australia faced a national vote on same-sex marriage. SKYY Vodka has always been a vocal advocate for equality, and was determined to make a bold statement in support of the Yes campaign. Where other brands were making superficial gestures, SKYY wanted to demonstrate that at its most fundamental level, the brand celebrates inclusion and diversity.
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