Pucker Vodka Teams With DJ Steve Aoki
Beam Inc.’s Pucker Vodka, launched last year, has hooked up with DJ Steve Aoki for a campaign promoting two new flavors, Lemonade Lust and Raspberry Rave.
Two new TV spots –- one for each flavor -- recently launched on the E!, Food, TBS, TLC and We networks. The ads use an exclusive remix of Aoki’s song “Ladi Dadi” from his latest album, “Wonderland.” The videos are also on online platforms, including Pandora and Brightroll.
In addition, Pucker is offering fans 21 and older the opportunity to download the full-length remix from the brand’s Facebook page.
Aoki’s music reflects his “vibrant personality” and “Ladi Dadi”’s “explosive beat” fits perfectly with Pucker’s “live out loud persona and bold flavors,” noted Kim Washington, senior director, vodkas for Beam Inc. The vodka is made with natural fruit flavors and distilled four times.
The new spots are from Euro RSCG Chicago.
Pucker’s six flavors (which also include Sour Apple Sass, Grape Gone Wild, Cherry Tease and Citrus Squeeze) are available nationwide at a suggested retail of $16.99 per 750 ml bottle.
Beam Inc.’s vodka portfolio also includes Gilbey’s, Effen, Vox, Skinnygirl and Pinnacle -– the last recently acquired along with Calico Jack rum, from White Rock Distilleries for $605 million.
The Pinnacle acquisition puts Beam among the United States’ leading vodka players. ShankenNewsDaily reports that Pinnacle –- driven by its “whipped dessert” flavor range -- saw 93% volume growth last year (to 2.7 million cases), and the brand was projecting 50% growth this year even prior to Beam’s acquisition and the scale advantages that that will bring.