• by Fern Siegel , September 20, 2024

Playboy made its name as a magazine, but in 2020 it shuttered the pub and shifted to consumer products.

A premium line of vodka seltzers from Playboy Spirits, called Play Hard Seltzers, just debuted a new campaign: “Always Tasteful.”

Created by Chicago-based Someoddpilot, the OOH ads are running throughout Chicago. The social element streams on Instagram and Facebook.

"Always Tasteful" is the first work from the agency, which doesn't shy from Playboy's reputation, using sexual innuendo with brightly colored images and the brand's iconic rabbit. Lines include: "Nice Cans" and "Yeah, they're real." The agency also works across the entire portfolio of brands under Chicago-based SIP, Play Hard’s holding company.

Play Hard is real vodka mixed with various fruit flavors, such as apple prickly pear, pineapple passion fruit, grapefruit yuzu and mango dragon fruit, and targets GenZ and millennials. 

"Someoddpilot understood the assignment. They took Playboy’s risqué heritage and turned it into a witty, bold campaign that made people smile and lean in — while keeping Play Hard’s distinctiveness front and center," said Claudia Gassel, vice president, brand at Play Hard Seltzer.

Someoddpilot client work includes Patagonia, Saucony and Foot Joy.

Playboy Spirits launched in early 2023 with two special batches of Rare Hare Anejo Conejo tequila in collaboration with Codigo 1530, Rare Hare 1953, a 17-year-old bourbon, and Rare Hare Lapine, a 60-year-old cognac. In January 2023, Playboy Spirits had an initial closing of more than $13 million in funding from a private placement.