Exclusive: Three Olives Debuts New Digital CampaignApril 10, 2017
Proximo Spirits is backing its Three Olives vodka brand with a new digital campaign titled “Find Otherness.” Running across video, native and social platforms, the initiative features a 30-second spot that aims to communicate a “playful spirit of eccentricity.” The spot, as well as five additional digital vignettes, were created in partnership with Van Orton Design, a design duo known for their kaleidoscopic and neon-hued aesthetic. The videos will run on digital platforms such as Hulu, E! Online, Bravo, NBC Late Night and PopSugar, among others.
“This is the first campaign we’ve had in over two years, and we did six months of ethnographic research to really understand who our consumer is. We found that, from an attitude standpoint, our audience is very fun, free and interested in technology,” says Erin Chin, group brand director for Three Olives, adding that the campaign is primarily targeted toward male and female millennials.
Concurrently, Three Olives ($19 a 750-ml.) is extending the campaign via a partnership with singer-songwriter Halsey, which centers on a media and influencer bus tour to the Coachella music festival in Indio, California, among other activations. Additionally, Three Olives plans to add two new entries—Fresh Watermelon and Cucumber Lime—to its flavored vodka lineup this summer, backing their debut with another online vignette. —Christina JelskiSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.