What's In The Sky(y)? Why, It's A 'Nope'-Themed Vodka Campaign

Jordan Peele’s new horror movie, “Nope,” which features a theme park called “Jupiter’s Claim,” is a big deal at Universal Pictures. So big that the Universal’s own West Coast theme park (AKA Universal’s Studio Tour) will open a permanent Jupiter’s Claim attraction the same day as the movie’s release on July 22.

And here come the marketing tie-in.

Campari’s Skyy Vodka, the film’s “official spirit partner,” today launches a co-branded campaign in partnership with both the studio and Peele’s Monkeypaw Productions. The campaign periods pair up Skyy with the movie’s ominous iconography. Ad agency is 160over90.

“Nope” reunites last year’s Best Supporting Actor winner Daniel Kaluuya (“Judas and the Black Messiah”) with his “Get Out” director Peele.



Skyy says the movie will have “will have audiences asking the question, ‘What’s in the sky?’”

Hence the campaign’s tagline “What’s in the Sky(y)?” -- which will be featured over the next five weeks in out-of-home, social media, experiential activations and retail displays. The latter will highlight a sweepstakes in which consumers can enter via text for a chance to win tickets to seeNope”in theaters.

Skyy will also be visible on July 22 at the studio tour’s Jupiter's Claim unveiling, as well as at the film’s official premiere after-party, Sean Yelle, senior category marketing director, White Spirits at Campari America, tells Marketing Daily. The brand will also be hosting private VIP watch parties in Miami and New York City.

Meanwhile, a Skyy-based, “Nope”-themed cocktail, dubbed the “Cos-NOPE-olitan” and other special cocktails will be served not only at premiere-related events but will also be on the menu at such movie theater chains as Alamo Drafthouse, CMX Cinemas, Studio Movie Grill, Landmark Theaters, and Cinepolis.  The Cos-NOPE-olitan, whose recipe will be shared with consumers in digital ads, includes Campari’s Grand Marnier Cordon Rouge, a cotton candy cloud and garnished gold flakes.

"Jordan Peele’s ‘Nope’ will be lifting audiences’ eyes toward the sky all summer, so we knew this major summer event film was the perfect partnership opportunity for Skyy Vodka,” Yelle said. The tie-in allow the brand “to engage with both new and existing fans in a way that’s both unique and relevant to our consumer.”

For Skyy, the movie tie-in is also the brand’s first major campaign since it changed both its formula and its bottle design over a year ago.

“When watching ‘Nope,’ be sure to enjoy Skyy Vodka responsibly,” the brand cautions.

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