The new campaign includes its first-ever national television commercial. The campaign makes its debut at the same time that the brand’s new and expanded product offerings, including Skinnygirl Vodka with Natural Flavors, Skinnygirl The Wine Collection and new ready-to-serve cocktails, have hit retail locations nationwide.
The multi-million dollar effort for “Drink Like A Lady” spans broadcast, print and digital mediums and reflects triple the brand investment from the previous year. The spots are running in primetime on Bravo, HGTV, FOOD Network and E! through this summer and digitally and in print throughout 2012.
“The Skinnygirl ‘Drink Like A Lady’ campaign is all about changing the way women think about socializing by rewriting the rules of cocktailing,” says Beam GM Deb Boyda, who oversees the company’s growth in vodkas, cognac and the Skinnygirl Cocktails line. “Skinnygirl consumers are smart, savvy and successful ladies who are leaders — not followers — and they connect with Skinnygirl because it’s a brand that continues to blaze new trails and is solutions-driven. This campaign has been created exclusively with these women and their social circles in mind.”
The campaign highlights all of the new and expanded ways to enjoy Skinnygirl through its Ready To Serve offerings (Margarita, Sangria, White Cranberry Cosmo and two additional delicious new flavors Pina Colada and White Peach Margarita), as well as two new and exciting categories, Ready To Mix (Vodka with Natural Flavors) and Ready To Enjoy (Wine).
Walton Isaacson, AOR for Skinnygirl Cocktails, created the campaign which incorporates a tongue-in-cheek attitude and offers a “no-rules” take on modern social etiquette. “Wearing sensible shoes” can now mean sporting pedicure flip-flops and “remaining poised” an impromptu dance party. The campaign celebrates women making their own rules, as they enjoy each other’s company and “Drink Like a Lady.”
