IAKI was asked by ILLVA to revive Artic Vodka & Fruit. To do so, it has created a customer engagement campaign focused on the concept of socialization. An integrated project consisting in a spot that connects two different worlds, a new site, a competition on social media and mobile, as well as a circuit of festivals that will cover the entire summer.
Sandro Marchetti, CEO of IAKI, tells his experience.
What were ILLVA’s objectives with this project?
We were asked to reposition Artic Vodka fruit, raising the age of potential consumers to the 18-24 years segment, revitalizing the image and increasing sales.
What’s been your customer engagement strategy?
We started from the product: a flavored vodka with moderate alcohol content, pleasant taste and easy to drink we called “vodka with fruit that hits you but does not knocks you out” in the Facebook page. The moment of consumption together is central to Artic, even more than tasting the product. That’s why I made a commitment to repeat every brain storming, like a mantra: “Artic is the vodka that connects people.”
Whats the creative idea behind the commercial?
We speculated on the concept of social drink, Artic is the medium (fruit flavored) where the socialization of our target dwells. The boomerang of the spot is a symbol of communication between people at a distance (an Eskimo boy and a Caribbean girl) who discover that they are close in a moment of relaxation and fun. Artic Vodka is that, the ice breaker that connects people. Besides there’s the new logo, the result of the recent restyling.