White Label

Core disciplines: Brand Activation

Stolichnaya vodka is an iconic brand yet it faces stiff competition from other premium vodka brands in the UK market, many with bigger marketing spends.

For more than 20 years, Stoli vodka has been the drink of choice for Patsy, Edina, and their friends, clients and colleagues.

Ab Fab is an iconic entertainment brand worldwide, its originality reflects that of Stoli and its target audience as well as having a strong connection with the LGBT community.

So in 2016, when Jennifer Saunders and joanna lumley reunited as Patsy and Eddie for Absolutely Fabulous: The Movie, it was only natural for Stoli UK to support the release through a 360 brand partnership campaign.

A sponsorship agreement was negotiated with 20th Century Fox supporting the film release with a 360° campaign including a series of live activations, on- and off-trade promotions, PR and social media support.

White Label designed and produced all the artwork and assets to bring the campaign to life, from the initial lock-up through to bespoke cocktail photography and a wide-range of themed POS.

Activation highlights included the Stoli x Ab Fab float for the Pride in London parade, the sponsorship of the film’s red-carpet premier and subsequent after-party at Libertys of London and the creation of the ‘Stoli x Ab Fab’ hub at Freedom bar in Soho, which was open to consumers for 1 month.

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