• by Karlene Lukovitz  @KLmarketdaily, October 5, 2011

Patrón Spirits International is spending $8 million on a new marketing campaign for the ultra-premium Ultimat vodka brand.

The campaign, from New York-based Amalgamated, targets professionals who "appreciate high-quality, luxury products." The marketing is kicking off with ads in consumer and trade print media, plus out-of-home in key markets; digital and social media elements will be tied in going forward, according to Patrón Spirits.

Tagged "Find Balance, Find Ultimat," the campaign's creative tack is to encourage hard-driving professionals to make time to chill a bit, with the help of Ultimat.

"This campaign is in response to the cultural tension we see among hard-working professionals who spend so much of their lives in the office and have no time for themselves," says Jennifer Long, brand director at Patrón Spirits. "These people more than anyone need to find balance, and take time to relax and enjoy a cocktail with friends."

The print ads feature Ultimat's cobalt-blue crystal bottle against a darker-blue background, with provocative copy.

One ad reads: "Your CEO calls you Jack. The Treasury secretary calls you John. Your kids call you Mr. Phillips." Another notes: "Your kids love their Christmas gifts. Your wife adores the diamond earrings. They called your office to tell you." All conclude with the "Find Balance. Find Ultimat." message.

The "balance" theme is also meant to allude to the "precise balance" of wheat, rye and potato used in the Polish-distilled vodka -- a combination said to be unique to the brand.

Patrón Spirits' marketing investment reflects the brand's strong sales growth, as well as the vodka's continuing place as the fastest-growing spirits category in the U.S., even amid the economic challenges, notes Long.