Three Olives is known for its fun and unique flavor offerings such as Cherry, Grape and Root Beer; pioneer flavors in the vodka category that have garnered an almost obsessive, cult-like fan base.
The $15 million “What’s Your O-Face?” campaign, coincides with our announcement of over one million cases sold in 2008. A major online promotional campaign will be launched in search of Three-O’s next “O-Face”: consumers will be invited to upload their picture and ultimately create their own O-Face ad with the hopes of winning a cash prize of $10,000 and becoming part of the next O-Face campaign.
Proximo, a leading producer, importer and marketer of premium spirits in the United States announced today the launch of a new, multi-million dollar advertising campaign and the introduction of bold new packaging for Three Olives, the fastest growing imported flavored vodka brand in the U.S.*
“Three Olives is the most exciting vodka brand in the market, carving out a niche from our stuffy and pretentious competitors with a single-minded message of being seriously fun,” said Gino Luci, Marketing Manager at Proximo. “We’re shaking up the category through innovation in every aspect of the brand – advertising, promotions and exciting new flavors – and the results are showing. In a market where traditional brands such as Stoli and Absolut are declining, we are seeing very high, double-digit growth. Consumers and the trade are looking for something new and fresh within the most important spirits category and Three Olives is providing just that.”
Three Olives, a brand that is no stranger to innovation, is known for its fun and unique flavor offerings such as Cherry, Grape and Root Beer; pioneer flavors in the vodka category that have garnered an almost obsessive, cult-like fan base. So when loyalists started referring to the brand as “Three-O,” Proximo embraced this nickname, incorporating it into the new bottle designs and making it the central theme of its latest advertising campaign.
The multi-faceted campaign, created by Agent16, an award-winning New York-based boutique advertising agency, is the largest ever spend on the brand and coincides with over 1 million cases sold in 2008. The new advertising campaign depicts Three-O’s brand essence: the simple idea that drinking premium vodka should be fun and exciting. In addition to new advertising, the brand has a refreshed and bold new packaging design created by Stranger & Stranger of London. The sleek, frosted bottles provide a contrast to the vibrant colors peaking through the martini-shaped “window” on the front of the label, highlighting the bold graphics that represent the flavors inside.
“The development of our new campaign was driven by research that produced two key findings: first, that consumers felt the fun had been taken out of vodka with virtually all brands scrambling for the same crowded, so-called ‘luxury’ positioning,” said Elwyn Gladstone, Vice President of Marketing at Proximo. “Secondly, the Three-O flavor range has become the benchmark amongst flavored vodkas for its wild, surprising and intense taste experience. These findings are reflected in the powerful imagery of the new campaign, featuring a series of models showing delight at the stunning array of shockingly delicious Three-O Vodka flavors and asking readers ‘What’s Your O-Face?’”
The new $15 million ad campaign is set to debut in March issues of several leading U.S. magazines such as Maxim, Us Weekly, Out and Cosmopolitan. It will also be supported in Out-of-Home across major markets in the U.S., along with online ads featured on heavily-trafficked Web sites, including Perez Hilton and Facebook. Additionally, a major online promotional campaign will be launched in search of Three-O’s next “O-Face”: consumers will be invited to upload their picture and ultimately create their own O-Face ad with the hopes of winning a cash prize of $10,000 and becoming part of the next O-Face campaign.
Three-O’s smoothness and quality comes as a result of high-quality, modern distillation in England using English Wheat and the finest spring water.
