While urban murals are far from a new advertising concept, Stoli vodka is taking a hyper-local approach by having local artists in key markets around the country execute original murals.
The effort kicked off with a “Spirit of Stonewall” mural in Key West, Fla. during the 6th Annual Stoli Key West Cocktail Classic’s grand finale earlier this month. That mural replicated the label design for Stoli’s limited-edition Spirit of Stonewall bottle, marking the 50th anniversary of the Stonewall riots that launched the LGBTQ rights movement. The label was designed by Lisa Marie Thalhammer (shown working on the Key West mural, above), a feminist activist and LGBTQ community member.
Other murals depict selected local artists’ own interpretations of the brand’s ongoing “Whatever Drives You, Make It Loud and Clear” campaign. A total of 24 murals will be in place by September. Some are already in place (Miami, Las Vegas); other markets include Fort Lauderdale, Chicago, Houston, Dallas, New York City, Philadelphia, Boston, Jacksonville and Atlanta.
The campaign encourages fans to “pursue their passions with pride and strength,” in Stoli’s description.
Stoli is looking to reestablish its once-leading position by reconnecting with consumers who know the brand’s quality and recruiting new fans through visibility to key audience segments.
The mural initiative, being led by art curator, dealer and agent Marcel Katz, was conceived as a cost-effective, interactive alternative to traditional out-of-home advertising. Consumers connect with the brand on a personal, local level as they watch the murals being created over days or weeks, and have the opportunity to stop to talk with the artists.
The concept also lets the brand tap into the artists’ followings.
The artists are documenting their mural processes on their social channels, and the content relating to the artworks is also proving popular on Stoli’s social channels, according to the brand.