Vodka O Passion for Tasteless Purity
Australian start-up company ASM Liquor, is working with Believe Advertising to reach new standards of excellence in “touchy feely” marketing, with a series of low-budget Vodka O “Tasteless Parties”.
ASM Liquor attracted the attention of the press with the first party, held in a Sydney church in March 2008. The event, held in the week leading up to Easter, was designed to introduce Sydney’s social set to Vodka O, the “Spirit of our Generation”, celebrating the drink’s purity.
The two follow-up events have been held in less controversial settings, the Captain Cook Hotel in Paddington, Sydney, and Transport bar, Melbourne. This time working with the “Tasteless” theme, party goers were able to interact with the new brand in an environment with a pastiche of kitsch. Invitees and bar staff alike dressed in plastic rubbish bags and smudged make up to conform to the “white trash” dress code. The parties included a Twister game run by a little person, a contortionist squeezing herself into a tiny glass box, female bodybuilders, life-size sex dolls hanging from the rafters, back-to-back screenings of Baywatch and a large penis ice luge. Patrons enjoyed the services of a face painter and had the opportunity for candid moments in the Vodka O photo booth.
Vodka O’s claim to organic fame is the level of purity provided by using evaporation to lower the percentage of methanol, and charcoal filters to remove other impurities. ASM suggests that hangovers are less likely with the Vodka O, although drinkers still need to use the drink in responsible quantities.
ASM Liquor, a boutique liquor company, are growing their range of products to include Vodka O, Jinn Dry Gin, Tequila Blu, Kinkynero Rum, Kinkylux Rum and Naked Scot Scotch Whisky. They’re making inroads into the Australian market, so much so that they are preparing to launch their products in the United States in 2009.
However, without the luxury of major capital, ASM rely largely on creativity and connectivity when it comes to advertising. Simon Sibia, who set the company up with Ben Anderson and Julian Moss, says the company has decided to raise its profile by turning up at bottle shops for tastings and hosting high profile, low cost events. He explains that introducing a new drink brand is best done with “touchy feely” marketing. “To convince the uncommitted drinker you need to provide an experience they can see, taste, touch and smell.”
Vodka O has its own site, www.vodkao.com, developed by Lomah Studios, and a Facebook group, organised by true fans.
Posted in Ambient, Inspiration, Interactive, Print, TV Ads
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