Exclusive: Svedka Launches First National Ad Campaign In Five YearsNovember 19, 2018
Amid highly competitive conditions in the vodka category, Constellation Brands is backing Svedka—the fourth-largest vodka in the U.S. at 4.4 million cases—with a new “Bring Your Own Spirit” campaign. The multi-million dollar push marks the Swedish import’s first national campaign in a half-decade. Comprising TV, digital, and social components, the ads are designed to appeal to a young, participatory audience by encouraging them to interact with Svedka and assert their individuality.
Jim Sabia, Constellation’s chief marketing officer, tells SND, “We’re confident that ‘Bring Your Own Spirit’ will resonate heavily with a millennial audience, while also speaking to consumers who seek a brand with authenticity, originality, and a diverse mindset.”
With the launch of “Bring Your Own Spirit,” Constellation is ramping up its advertising support of Svedka into the millions of dollars, compared with the brand’s 2017 media spend of just over $500,000, according to Kantar Media. The TV portion of the campaign begins today on ESPN, Comedy Central, Bravo, and other cable channels. It will be followed by a strong push on Facebook and Instagram, characterized by a vivid color palette.
Svedka, which retails in the $10-$15 segment, has been able to continue expanding over the past few years, even as the rise of brands like Tito’s and New Amsterdam has pressured many of the vodka category’s longtime stalwarts. Over the past four years, Svedka has added 400,000 cases to its U.S. total, reaching 4.4 million cases last year, according to Impact Databank. In the 12 weeks through November 4, the brand rose 6.6% in IRI channels. Sabia notes that while the unflavored 80-proof vodka remains the core of the franchise, Svedka’s flavors have also been faring well recently.
Now the brand and its marketers are intent on putting the pieces in place to connect with the next generation of consumers. “Svedka’s vision is a representation of today’s diverse and inclusive consumer, one that is fearlessly original and makes no apologies for who they are or what they do,” Sabia says.—Danny SullivanSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.