beverages

Three Olives Vodka: New Campaign, Bottle Design

Three Olives ad Proximo's Three Olives Vodka is celebrating having sold over 1 million cases last year with a new bottle design and a $15 million advertising campaign.

The brand, known for its "fun and unique" flavor varieties--the current 16 include cherry, grape, root beer, orange and chocolate--took a cue from its fan base, which has come to refer to it as "Three-O," in both the campaign and the new packaging.

The multifaceted campaign, created by award-winning boutique agency Agent16, conveys Three-O's message that drinking premium vodka should be "fun and exciting" by featuring a series of models showing delight at the various flavors, with the headline: "What's Your O-Face?"

The new bottles--frosted to contrast with the liquor's bold colors as shown through a martini-shaped window on the label--were designed by Stranger and Stranger of London and are prominently featured in the ads.

advertisement

advertisement

The O-Face campaign will debut in March issues of U.S. magazines such as Maxim, US Weekly, Out and Cosmopolitan, as well as on heavily trafficked Web sites such as Perez Hilton and Facebook.

In addition, an online promotional campaign will invite consumers to upload their own pictures and ultimately create their own O-Face ads to compete for a cash prize of $10,000 and the chance to become part of the next O-Face campaign.

Citing Nielsen data for the 52 weeks ending Jan. 10, the company states that it is the fastest-growing imported flavored vodka brand in the U.S. Proximo Marketing Manager Gino Luci attributed the brand's double-digit growth--in contrast to recent declines in some other leading brands--to the company's goal of "shaking up the category" through innovation in advertising and promotions, as well as the brand's flavor offerings.

Three Olives, which bills itself as the "original, ultra-premium vodka from England," sells for $19.99 and up for a 750-ml bottle.

Three Olives was the first brand purchased (from White Rock Distillers) by spirits producer, importer and marketer Proximo when it was founded in late 2007 by Mark Teasdale and Michael Cheek. Teasdale, former managing director of William Grant & Sons North America, is Proximo's president. Cheek, former president of Brown-Forman Spirits Worldwide, has since left the company, according to BeverageWorld.com.

Proximo's other brands include 1800 Tequila, Gran Centenario Tequila, Maestro Dobel Diamond Tequila and Matusalem Rum.

Next story loading loading..