As teased over the weekend (and updated today), Mindshare North America has been awarded planning, implementation and digital responsibilities for Skyy Spirits, a Gruppo Campari subsidiary and distributor of premium and luxury spirits brands in North America.
The marketing and media agency will work with Skyy Spirits’ group-owned portfolio, including SKYY Vodka, Wild Turkey Bourbon, X-Rated Fusion Liqueur, Cabo Wabo Tequila and Campari.
“We are pleased to be working with Mindshare on our media planning needs as we head into what will surely be a very busy year for Skyy Spirits,” said Andrea Conzonato, Chief Marketing and Operating Officer, Skyy Spirits. “With the recent acquisition of Wild Turkey, the broad success of SKYY Infusions and the growth around the rest of our portfolio, we will be looking to strategically expand our media reach to build equity for brands among our target consumers at a time when many of our competitors are cutting back.”
The assignment will be handled by Mindshare’s LA office. Initial activity will primarily focus on supporting the existing brand portfolio through media planning, buying and value-add opportunities, as well as any innovations launched in 2010.
Gruppo Campari already collaborates with Mindshare in some of its key trading territories such as Italy, Germany and Switzerland.
“Skyy Spirits’ decision to grant Mindshare its media business reflects our agency’s success in stewarding the portfolio of parent Gruppo Campari’s globally recognized brands in several markets,” said Phil Cowdell, head of Mindshare North America. “Through a focused media strategy, we look forward to reinforcing SKYY’s reputation as a North American leader in the spirits category.”