• by Teresa Buyikian , June 3, 2024

SKYY Vodka wants its consumers to “Embrace Every Y” in its latest international brand effort.

The campaign, created by New York’s SMALL, also partnered with artist, photographer and filmmaker Nadia Lee Cohen and motion director Charlie Denis.

What results is an international effort highlighting the extra Y in each execution “as a unique invitation to challenge conformity and embrace unexpected ways to enjoy every moment,” per the brand.

In one :15 spot, we see a rollicking house party, as elegantly dressed hipsters with drinks in hand play an impromptu game of limbo using a broom. The super asks, “Y go out?”

Another :15 spot asks, “Y fit in?,” with a decidedly funky couple joyously dancing away at an otherwise stuffy formal event.

Marketing Daily asked Raul Gonzalez, global managing director for spirits at Campari Group, about the new creative.

The interview has been edited for clarity and space.

Marketing Daily: Why the focus now on the “Y” and the SKYY brand?

Gonzalez: Our founder originally added the additional Y to SKY as a signal that SKYY was a vodka made differently.

When we started working on this campaign, we were looking closely at what sets the brand apart, and we kept coming back to the extra “Y.” For the first time, we decided to use the brand’s iconic extra “Y” as a question. The creative asks, “Y Sit Down?” and “Y Blend In?” to inspire fun, memorable moments that turn the mundane on its head.

Marketing Daily: How is this a departure from previous marketing efforts?

Gonzalez: Over the past several years, we’ve successfully relaunched the SKYY brand with a focus on the exceptional quality of our vodka. We unveiled a brand new, elevated bottle and an innovative reformulation of our vodka, which was the centerpiece of many of our marketing efforts.

Now looking forward, we’re focused on building love for the brand, not just the liquid, which we aim to do through bold creative and questions that speak to the values of our audience. We’re excited to see the many ways the “Y” questions can come to life around the world.

Marketing Daily: Who does the campaign target, and why?

Gonzalez: This campaign is targeted to a diverse group of socially active individuals who thrive on real life connections that matter as well as meaningful digital engagement. This is our target because this dynamic crowd loves to mix it up with friends, both in real life and online.

Marketing Daily: How does the new campaign fit into the overall marketing plan for SKYY?

Gonzalez: Our teams around the world have robust plans to connect with consumers where they are, with a special focus on the electronic dance music community, due to our shared values. From music festivals like EDC in the U.S. to Bresh in Argentina and local DJ activations in South Africa, these collaborations highlight our commitment to engaging with our audience in vibrant, high-energy environments where individuality is celebrated.

Marketing Daily: Where will we see the campaign?

Gonzalez: The wider “Embrace Every Y” campaign will launch first in the U.S. and Canada, backed by a comprehensive media strategy that incorporates digital assets, including 15- and 6-second videos, stills and cinematic GIFs to be amplified through online video, paid social, CRM, programmatic and search across channels including YouTube, Hulu, Facebook, and Instagram. Asset roll out in other global markets will follow.

For social, we’re approaching it in a new and refreshed way. We have a lot of exciting bold content lined up for our audience. Each concept introduces a new world where the viewer can follow their curiosity and live life to the fullest with just one question: “Y?”

Marketing Daily: How does this campaign express the brand identity of SKYY?

Gonzalez: SKYY is, at its core, a vodka made differently. It was created by entrepreneur and serial inventor Maurice Kanbar, who was known throughout his life for challenging the status quo, and he did the same when he created SKYY. The “Y?” questions you’ll see in the campaign are meant to reflect that same spirit.

From a creative standpoint, we took quite a bit of inspiration from the SKYY campaigns of the ‘90s and early ‘00s. We didn’t want to replicate those ads, but we wanted to capture some of the same attitude, which was bold and vibrant, with a touch of irony and charm.

Marketing Daily: What is next in marketing for SKYY?

Gonzalez: Innovation has always been central for SKYY, and we’re very excited about the pipeline ahead. We just recently launched two exceptional new flavors – Agave Lime and Espresso – but that’s just the beginning.