The effort--the brand's first in a year--uses print and TV ads shot by luxury-brand photographer Terry Richardson to create a nightclub, limousine-hopping feel. The campaign, via Berlin Cameron United, keeps the company's "Luxury Reborn" platform.
The models in the ad are dressed in designers including Fendi, Christian Dior, Celine and Donna Karan. The television spot also features music by hip-hop MC RZA, who created an original track for the spot.
"Moving forward, we are doing a sort of a full frontal assault in terms of positioning," says Emily Cohen, senior brand manager for Belvedere, who says the company is reaching for a younger consumer. "Our consumer is really an individualist; self-expression and a non-conformist approach to life are more and more important, and they are more outspoken about it."
She says the TV spot shows a group of young "downtown" adults heading to a staid uptown cocktail party. Once there, they infuse the happening with an unconventional je ne sais qua, turning everyone on to Belvedere in the process. "These consumers are individual; they like to try new things, a new way and express their style," says Cohen.
She adds that Belvedere competes in the super-premium vodka segment against brands like Grey Goose. "But the nice thing about our positioning is that it's psychographic and inclusive," she says. "What you see is a trade-up phenomenon--people looking for a higher grade of vodka."
The print buy includes national and local business and lifestyle magazines like GQ, Vogue, Travel & Leisure, Robb Report, Rolling Stone, Cigar Aficionado, and LA Confidential.
TV spots are on cable buys such as Bravo, Comedy Central, Discovery, E!, Fx, Spike, TBS, TNT, National Geographic, Travel, Mojo, RSN, VH1 Classic and VH1 Soul.
The campaign includes a Web site that has a virtual palace and includes assets from the ad campaign and out-takes from the print and broadcast shoots by Richardson, plus interviews with Gallo and RZA.
The effort will run throughout this year and next, with new creative planned in 2008.