Chopin Vodka, Poland’s premier potato vodka brand, was underperforming in the U.S. It sought to boost awareness and cultivate the influence of celebrities with the introduction of a new rye vodka, Chopin Red. With the proliferation of new vodkas from many countries, we knew we needed a bold approach to differentiate Chopin’s launch.
Connecting Chopin Red to the red carpet made immediate sense. We seized the opportunity for Chopin to sponsor the Santa Barbara International Film Festival and an award for actress Annette Bening, given to her by Kevin Costner. An oversized replica of the Chopin Red bottle made its way down the festival red carpet with celebrity attendees and was part of a photo backdrop, gaining instant notoriety in the film community. We also created a Facebook sweepstakes that added more than 2,000 new fans in three weeks’ time, with two-thirds opting in for email updates from Chopin, supporting its marketing efforts.
Chopin Red proved it was ready for its close-up, making a bold fashion statement on the red carpet alongside Hollywood A-listers.
PR + PA
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