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Beam Backs Pinnacle With New Multimillion-Dollar Campaign

November 20, 2012

Beam Inc. is getting behind fast-rising Pinnacle vodka with a new multimillion-dollar advertising push across TV, print, digital and social media platforms. Created by Ogilvy & Mather Chicago, Pinnacle’s new ads seek to play up the brand’s “fun, playful, innovative personality and imported, premium quality,” according to Beam. Running under the tagline “It’s more fun on top,” Pinnacle’s new spots began appearing on prime time cable programming yesterday and will continue into next year.

The new push replaces the $7 million Pinnacle campaign unveiled by previous brand owner White Rock Distilleries at the beginning of this year. Beam didn’t immediately respond to a query on the specific budget for the Ogilvy campaign, but said in a statement that it represents “a significant increase in brand investment from the previous year.”

Beam paid White Rock $605 million for Pinnacle in April. By the end of 2012, the vodka brand—paced by a 30-flavor line that includes Whipped, Cake and Tropical Punch extensions, among others—could be Beam’s biggest spirits label. Beam said earlier this month that Pinnacle grew 23% in its first full quarter with the company (ended September 30), despite switching distributors in many markets following the acquisition.


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