In order to close the gap on our much bigger competitors within the highly proliferated premium vodka category, we needed to think differently and create a reason to believe in Reyka.
For years the vodka was a category defined by image and luxury. Today the consumer rejects unauthentic brands.
How could we take our mantra “Made in Iceland” and bring this to life in the most ambitious, experiential way?
Taking consumer demand for authenticity to the Nth degree, we built a Reyka Bar on a glacier in remotest Iceland – the very source of the liquid itself.
Reversing the industry’s standard desperation to shift samples, into an adventurer’s dream to discover – we got the most influential mixologists, media and consumers to visit.
We converted every step of the endeavor into content and storytelling across digital, social, experiential and PR – turning one event into a four month campaign, securing new stockists and laying the foundation for a new community of brand adorers.