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ITALY/US: Gruppo Campari inks Skyy Vodka, Sex and the City deal

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Gruppo Campari has announced a global marketing deal between its Skyy Spirits subsidiary and Warner Bros Entertainment.

Skyy Vodka will be the official vodka and promotional partner for Sex and the City 2 as part of the deal, Gruppo Campari announced this week.

Cocktail culture will be the main theme of advertising and promotion around the film, which is set to be released in the US on 28 May.

Co-branded advertising featuring print, broadcast, outdoor, digital and social media is being planned by the two firms.

"After the tremendous success of SKYY Vodka's partnership with the first Sex and the City film, there was no question that we wanted to continue our support," said Gruppo Campari CEO Bob Kunze-Concewitz.

Campari will create signature Skyy Vodka cocktails and a limited edition bottle, which is to be released at retailers around the world from May. Further details of the bottle were unavailable at this time.

There will also be a range of "fashion and cocktail accessories" available at US bars and restaurants and designed by Sex and the City's costume designer, Patricia Field.

Campari will operate sweepstakes in key markets to give consumers a chance to win premiere tickets or seats at local advance screenings of the film. A shopping spree with Field will also be up for grabs. 

Consumers can sign up now in the "Membership" section of www.skyy.com or become a fan at Facebook.com/skyyvodka to receive more information, said Campari. It added that Skyy will also host a series of charity screenings of the film in Boston, Chicago, Dallas, Houston, Los Angeles and San Francisco.


Sectors: Spirits

Companies: Campari, SKYY Vodka, Gruppo Campari

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