Remixing classic cocktails with an iconic brand
Services: Campaign Development, Messaging, KEY VISUALS, RETAIL POS, POND, CONSUMER ENGAGEMENT
SKYY Vodka and its iconic cobalt blue bottle once dominated the ’90s, carving out a distinct place in nightlife culture. However, as trends evolved and new brands emerged, SKYY found itself at a pivotal moment — a crossroads where brand awareness had drifted and cultural relevance had waned. To recapture its legacy and assert a bold, contemporary identity, SKYY teamed up with Someoddpilot and TPN to launch a full-scale, disruptive, through-the-line campaign and retail strategy aptly named “Whyy Not?”
This provocative new market positioning challenged consumers to embrace bold choices and unapologetic self-expression — ideals that resonate powerfully with Gen Z and SKYY's historic character. With a clear, strategic objective to reclaim cultural impact, we leveraged comprehensive data and strategic insights to elevate SKYY’s consumer engagement across key touch points while simultaneously launching new products, like their new ready-to-serve Cosmopolitan and Espresso cocktails.
On-Premise Activations: We developed immersive bar and event experiences designed to create high-impact moments that resonated with the new “Whyy Not?” Mantra. Cocktail strategies were reimagined, incorporating unexpected ingredients and vibrant visual presentations that aligned with SKYY’s disruptive new identity. Bars and nightlife venues became experiential playgrounds, engaging consumers with bold, memorable serves that brought the brand to life.
Off-Premise Displays: Eye-catching, disruptive POS materials were deployed to command attention in retail environments, leveraging SKYY’s signature blue as a visual anchor while infusing the “Whyy Not?” attitude through bold, provocative messaging. Seasonal displays for Summer, Holiday, and Pride further amplified SKYY’s relevance, tying into culturally significant moments with unique cocktail recipes that drove consumer intrigue and purchase intent.
By analyzing consumer behavior and cultural trends, we strategically positioned SKYY as a brand that not only honors its rich heritage but also dares to disrupt the status quo. The result? A comprehensive, multi-channel strategy that revitalized SKYY Vodka’s brand presence, reignited its cultural impact, and positioned it as the vodka of choice for a new generation of bold, unapologetic consumers.
All work developed and completed at TPN.
Creative Director: Phil Galetto
