The Silk Vodka

Challenge

The 2nd largest Vodka supplier in the world wanted to develop super premium vodka to compete with Grey Goose and enter the US marketplace

Strategy

• Developed and implemented a 360° sales and marketing plan • Built a US organization • Developed a unique brand proposition that resonated with trade and consumers • Developed and implemented all facets of a consumer marketing plan including above and below the line elements • Ensured the trade knew that Silk Vodka was in the market and was doing the things that would mutually grow the business (theirs and Silk Vodka’s)

RESULTS

In 18 months, developed and launched the brand, created distribution in 32 states.
Sold 18k cases Year 1 (as many as Grey Goose in their first year)
Generated high levels of consumer awareness, trial and purchase