• by Karlene Lukovitz  @KLmarketdaily, June 1, 2017

New Amsterdam Vodka’s sales growth has prompted parent E. & J. Gallo to invest in what Gallo describes as among the largest brand campaigns in its 84-year history.

New Amsterdam, launched six years ago, has helped persuade consumers that the quality of a domestic vodka can compete with the quality of the pricey imported brands that once thrived on snob appeal. 

New Amsterdam Vodka recently set a spirits-brand record for reaching the milestone of selling 5 million cases per year, and was also the No. 2 growth brand among all spirits last year, according to Gallo. 

Now, reflecting New Amsterdam’s transition from a new brand to a leading U.S seller, Gallo is out to take awareness of the brand to a new level, particularly among young adults of legal drinking age.
A 30-second spot from the new “Pour Your Soul Out” campaign (below), from David&Goliath, will premiere during Game 1 of the NBA Finals tonight on ABC. The ad will continue to air throughout June during the primetime editions of “SportsCenter” on ESPN. 

The creative shows a drummer demonstrating the same dedication and passion for his art whether he’s playing in his own home, a subway station, a bar, a recording studio or a packed concert at a stadium. (The drummer, not identified in the creative, is Omari Williams, who has toured with major artists and contributed to several albums.)

The campaign looks to “celebrate those who give 110% every day,” says the marketing team. The vodka brand “has always been inspired by those who keep their heads down, hustle hard and do what they love,” elaborated Michael Sachs, director of marketing for New Amsterdam Spirits. “That’s been our approach to crafting our vodka from the start.”

A 78-second version of the ad will run online and on digital. 

The campaign’s digital push will include a 24-hour YouTube masthead takeover that will, according to the brand reach “every single person 21 and over on YouTube.” There will also be a homepage takeover on Spotify, and a national Snapchat filter.

In addition, there will be a video partnership with Complex called “Run the Underground,” event sponsorships, publicity campaigns and social media.