Grant & Sons Launches Online Campaign For Icelandic Vodka Rekya

William Grant & Sons is launching an integrated online campaign for its Rekya Vodka, Iceland's first and only premium vodka, with a trio of subtly crafted ads featuring Icelandic actress and music star Hafdis Huld explaining the quirkier side of Iceland and how it relates to Reyka's unique production.

"In Iceland, they do not drink flavored vodka," she says in a cartoon-like drawing with wind-blown sound effects, puffins flying through the air or humping her leg, volcanoes smoldering and bubbles bursting at the surface of lakes. "If you want the taste of a banana, you just eat a banana--so the only flavored vodka they make is vodka-flavored vodka."

Launched in the U.K., U.S. and Iceland in 2005, the small-batch, handcrafted vodka comes from Iceland's first and only distillery, built by William Grant & Sons in the small fishing village of Borgarnes on the island's West coast.

The campaign is a first for the brand, says Elwyn Gladstone, brand director for William Grant & Sons. "We put it out slowly, a few states at a time and it's now a national brand."

advertisement

advertisement

The 30-second spots--created by Dead As We Know It, New York, originally for TV--will appear along with flash and static spots and banners created by Special Ops Media, New York through the rest of the year on such sites as gawker.com, theonion.com and nerve.com. The company did not divulge ad spend.

"That's where our target consumers [ages 22 to 35] spend their time," says Gladstone. "The Web is a more interesting and efficient way of getting our message across. The quirky style [of the ads] suits the Web, suits the kind of people who use the Web more. TV is so difficult and so disbursed."

The ads, which were posted on YouTube three weeks ago, have drawn 20,000 views, he says. "It's a natural pick-up. It's good to let people discover it."

Next story loading loading..