The new bottle for Phillips Distilling Co..’s UV Vodka changes label colors when exposed to UV sunlight. It can be found nationally at grocery, liquor, wine and convenience stores.
Phillips will also be test marketingCubist, a vodka whose bottle is specifically designed to store in the freezer. Thermochromatic technology activates the bottle to turn blue at or below zero degrees Celsius.
UV Vodka is being marketed with a new tagline, “Bring the Light,” to drive the connection between UV and sunlight. According to CTI research, sunlight-activated ink drives purchase intent for 64% of consumers. Each of the brand’s colorful bottles is American-made, naturally flavored and distilled four times.
After the test marketing in Minnesota and Arizona, Cubist is expected to have an expanded launch in 2022. Consumer insights show that vodka drinkers prefer vodka ice cold and many store it in their freezer to serve at a more desirable temperature.
Phillips is the first distillery to create a vodka from start-to-finish that is specifically designed to store in the freezer. When the vodka is at its most perfect temperature — at or below zero degrees Celsius — the thermochromic technology activates the bottle to turn blue which notifies the drinker it’s ready.
QR codes on advertising and point-of-sale materials will link to a video that demonstrates how the label transitions in the freezer along with additional product information. According to Phillips Distilling Company research, 75% of consumers believe Cubist™ is unique from other vodkas. Cubist™ will be available in a 750ML sleek bottle and retails for $24.99.
In a bid to upend the traditional flavored whiskey category, Phillips will relaunch its cult classic, Revel Stoke, in September with a new tagline “Stoke Your Wild.” This will be the largest integrated marketing and brand repositioning effort in the company’s history, aimed at “Zillennial” men ages 21-34 years old who live life on their own terms.
New irreverent flavor names such as “Nutcrusher Peanut Butter,” “Hotbox Cinnamon,” “SonofaPeach,” and “Lei’d Roasted Pinneapple” will be the talk of the on-and off-premise categories. Bold packaging and labels will be high-energy and personality driven and more in line with today’s independent whisky drinker.
Out-of-home billboards will run in September and October in Minnesota, Wisconsin and Iowa to drive awareness and trial. Additionally, Revel Stoke will bring the brand to life through guerilla-style chalking events in key cities during football season. The campaign will also feature several digital components including social media, Instacart, Spotify and “text to save” offers via PayPal and Venmo.
Another brand category leader, Prairie Organicᴿ Spirits — the No. 1 selling organic spirits brand of premium vodkas and gin — has launched a new ad campaign titled “Prairie Spirit.” The campaign targets “The Ecopolitan,” a 30-something urban dweller, who is socially connected and cares deeply about the environment and is looking to uncover new ways to preserve the planet.
The campaign created by Space150 features out-of-home billboards, :15 and :06 second TV spots featured on YouTube and Connected TV and paid social content displayed on Facebook, Instagram and Pinterest. Prairie Organic Spirits also will have heavy digital support and a “text to save” offer via PayPal and Venmo.