How do we bring a new flavored vodka to life in an expansive portfolio, capturing attention and marketshare?
Insight: Mediterranean summer travel still ranks highest for Gen Z and Millennials. Most vacation planning begins in the late winter months of February and March, a time when “clear spirit” consumption (vodka, gin) increases, and in 2024, when online trends like #bedrotting and #slothlife spotlighted the sedentary lifestyle of the cold and housebound.
So we created a brand world rooted in escapism and constructed of deeply sensorial moments to link Limonata to an endless party in Capri.
Our story unfolded over an 8 month, nation-wide activation plan, as an ascending luxury travel experience. With a series of digital touch points, inventive pop-ups and IYKYK cultural partnerships drenched in lemony, European jet-set feels. Limonata’s launch sparked press coverage and boldly introduced the newest flavor of Ciroc.
While people dreamt of the Mediterranean,
we created a call from the winter doldrums to Escape with Flavor.
A Conde Nast partnership
paired influencers with must-visit local spots, Mediterranean-inspired cocktail recipes, and content announcing the Ciroc Limonata Passport program.
Key talent, like Model Chanel Iman, gave personality to an aspirational campaign of luxury travel.
Paid media drove engagement and announced our Escape with Flavor sweepstakes, a chance to win two tickets to Limonata’s Summer Solstice yacht party in Miami.
As our digital campaign launched, our brand experiences came to life as well- starting in New York.
We kicked off with the perfect symbol of escape -
Limonata rollie bags.
Oversized stunt bags appeared on street corners radiating warmth and lemon scents, while individual carry-ons were gifted to key media and influencers, complete with an invite to our pop-up experience and branded Limonata bottle inserts.
Our physical footprint - a retro travel agency-style storefront with a hidden escape to an Italian Villa- activated for 4 days.
Guests were welcomed into a jet set chic aesthetic by travel themed Brand Ambassadors. Once prompted to enjoy a welcome cocktail, check in, pick-up some branded swag, and create their passport, a final passport photo moment whisked them away behind the curtain to an awaiting Capri inspired experience.
By day it was a consumer experience, while cultural partners like Yellow Party turned the space into the can’t-miss event nights of the weekend.
But we were only getting started.
The true object of our affection, summer, was upon us. We turned our sights towards Miami and the focus of our sweepstakes, our summer solstice themed Miami Yacht Party. Again, media, talent, influencers and a few lucky Limonata lovers joined Ciroc for a Mediterranean escape, this time bringing our brand world to sea for a sunset cruise around Miami.
As day turned to night, a performance from Afrobeats superstar Amaarae turned the party into a once-in-a-lifetime moment.
And as a final stop, we brought the real villa to life on the 4th of July in Malibu, turning an incredible mansion into the luxurious escape of the year.
A glambot partnership with Cole Walliser and an ice cream collab with Aubi & Ramsa revealed the perfect way to keep the Limonata flavor going well into summer, while the unmatched event rounded out our biggest brand experiences of the campaign.
Role: Group Creative Director, NVE Experience Agency for Diageo
CDs: Kathy Mehranian, Jeremiah Gardner
Sr. Art Director: Jeff Dickens
Environmental Artists: Patrick Masterson, Byron Terrell
Designers: Jenny Koreny, Allison Long
IAT Partners: Hunter PR, Starpower, Vayner Media