ICB takes Vodkat to beautiful game

25 July, 2008

Intercontinental Brands is hoping to attract new drinkers to its 22% abv vodka liqueur Vodkat, with a £2 million spend on perimeter board advertising at football matches.

The deal will cover the upcoming 2008 -9 football season, and Intercontinental predicts the brand will be seen on TV during more than 300

live games.

The ads, which are designed to appeal to "trendy, aspirational young adults", continue Vodkat's link-up with high-profile sporting events that closely match its target consumer, according to joint managing director Paul Burton.

He said: "This sponsorship will give another massive boost to our brand awareness, encouraging brand recognition for all Vodkat brands and continuing ICB's longstanding association with the beautiful game."




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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