• by Karl Greenberg , March 29, 2012

Double Cross VodkaA competitor in the ultra-premium vodka category, is dramatizing its name with a new campaign about how to "double cross" the mundane and frustrating moments of life. 

The April Fool's Day campaign, gives step-by-step, tongue-in-cheek instructions about how to turn the tables on people like those who text incessantly, subway pole huggers,  to armrest hogs and the like. The ads will run as wild postings and point-of-sale pieces such as posters, napkins and coasters in bars and package stores throughout New York, New Jersey and Massachusetts. 

The centerpiece of the campaign is a microsite called Projectdoublecross.com where visitors are encouraged to add their own double crosses and share them with friends. The campaign will expand to the rest of the country and Canada later this year.

"April Fool's Day is all about turning the tables on people's expectations," says Double Cross CEO Dr. Malcolm M. Lloyd. "Which, for people who have pre-conceived notions about vodka, is exactly what our product does. So it's a natural fit."

Consumers are encouraged to visit the Project Double Cross website to view the growing collection of double crosses there, such as How to Double Cross a Telemarketer, How to Double Cross a Chatty Urinal Neighbor and How to Double Cross a Loud Cell Phone Talker.