SVEDKA vodka’s
first ever billboard
unveiled in Times
brand profile
Square, NYC.
SVEDKA Vodka
Looking to the Future
An eye-catching spokeswoman, savvy advertising
campaigns and competitive pricing have led SVEDKA
vodka to become one of the fastest growing brands in the
American market. Is it enough to take it all the way to
the White House?
By Daina Paulin
S
ince first landing on American soil 10 SVEDKA’s Road
years ago, SVEDKA has grown into one
of the most visible and vibrant vodka to Washington
brands on the market. Reaching out to a Harnessing the anticipation and momentum
new type of consumer, Constellation Brands, who leading up to the 2008 presidential elections,
acquired the brand early last year, has aimed to SVEDKA has launched a fresh campaign dubbed
offer premium vodka with a fashionable twist. ‘Join the Party.’ The election series, which
With its tagline, “Voted #1 Vodka of 2033,” encourages consumers to put the “party” back in
SVEDKA has adopted a futuristic approach to party politics, includes over 800 events in eight
the crowded category of vodka, and the new angle key U.S. markets where local “rallies” at bars are
has been met with impressive results. For the serving up election – inspired cocktails like the
last seven years the group has reigned as the “Cosmopolitician” and “Swing Voter.”
fastest growing spirits brand in the United SVEDKA will also be bringing the party to
States and continues to expand in 2008 off-premise accounts by providing promotional
with double digit growth figures. materials featuring tongue-in-cheek headlines
Continuing with its futuristic campaign, such as “Swing Voters Have More Fun” and
SVEDKA has embraced the popular and “Put a Fembot in the White House.” The
slightly controversial Fembot, which
has given the brand increasing visibility, A New Look Cosmopolitician
appearing everywhere from print ads to In addition to its election series, SVEDKA 2 parts SVEDKA Clementine
a six-story billboard in Times Square. is also launching a new bottle design. 1/2 part orange juice
Directed toward young consumers aged “The new look reinforces SVEDKA 1 tsp sour mix (or
21-39, the brand has targeted what it quality cues including ‘Imported from marmalade)
calls the “savvy experimentalist.” “Our Sweden’ and ‘Distilled Five Times,”
customers are on the lookout for new says Hahn. The newly designed bottle, Pour all ingredients into a
brands that deliver superior quality and featuring brightly colored graphics, will shaker filled with ice and
high style at a great price,” explains be used for the classic line of SVEDKA as shake vigorously for five
Marina Hahn, senior VP of marketing at well as the Citron, Clementine, Raspberry seconds. Strain and pour into
SVEDKA. “Our goal is to offer a vodka and Vanilla flavor extensions. With its a martini glass. Garnish with
that has the ability to sit on the back bar new bottle and significant growth already and orange slice.
alongside other top shelf vodkas and also enjoyed in 2008, SVEDKA is poised to
compete in the spirits aisle at Costco.” carry that momentum into the future. n