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William Grant & Sons hands US TV debut to Reyka vodka - video

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William Grant & Sons has launched its first television advertising campaign for vodka brand Reyka in the US market. 

The ad, called Made of Iceland, is targeted to only run in Portland, Oregon. The company said this week that it aims to double Reyka volumes in the state. 

The activation includes four 15-second television spots, on- and off-premise POS, concert sponsorships and local media partnerships. 

"William Grant & Sons has seen success using this beachhead approach most recently with Milagro Tequila in the Colorado market where they've seen accelerated depletions of over 40% year to date," the firm said. "There, the Tequila took a more grassroots approach in the Denver market focusing on the on-premise with the addition of a full-time Tequila associate, the launch of targeted out of home media, the sponsorship if numerous events, and brand ambassador engagement."

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