New Amsterdam Vodka announced the launch of its first ever national television advertising campaign. The essence of the campaign, titled “It’s Your Town,” celebrates a generation of consumers that revels in a night out on the town, but with a sense of responsibility and pride in the community.
Created in tandem with the San Francisco agency MUH-TAY-ZIK | HOF-FER, the campaign consists of five national television spots which will begin airing in November. The New Amsterdam Vodka “It’s Your Town” platform also extends into outdoor, digital, point-of-sale and other marketing channels.
“This campaign focuses on the feeling of ownership of your city, local pride, and the unabashed celebration of socializing, because with New Amsterdam Vodka—it’s your town,” said Gerard Thoukis, senior director of marketing, New Amsterdam Spirits. “It is in this spirit that we launched these advertisements to increase overall awareness and loyalty, and continue to grow our brand.”
Added John Matejczyk, co-founder and creative director of MUH-TAY-ZIK | HOF-FER:
“When you’re a city-dweller in your mid-twenties, it doesn’t matter what city you’re in. You feel like you and your friends own that city. It’s a strange sense of ownership that comes not only with enjoyment, but also responsibility. That’s what we’re tapping into; embracing, upholding, celebrating the life of your city with civic pride and proclamations such as ‘Going out is your civic duty,’ ‘Practice your right to assemble,’ and ‘All rise.'”
Directed by British commercial and film director, Nima Noruizadeh, the spots feature these proclamations over party scenes intercut with stills by famed party photographer The Cobra Snake. They also showcase tracks by chart-toppers Fitz and the Tantrums and up-and-coming rapper Crown, who wrote a song about civic mindedness specifically for the campaign that will appear on his debut album.
New Amsterdam Vodka was introduced in 2011 and sold one million cases in its first 12 months in market, making it the fastest spirits brand in history to do so. Acclaim from industry insiders enabled New Amsterdam Vodka to grow at a rapid pace; New Amsterdam Vodka was awarded a score of 92 by The Tasting Panel, placing it in the “Outstanding” category, as well as “Three Stars” from F. Paul Pacult’s Spirit Journal. The brand also received a “Platinum – Best in Class” rating from the 2012 SIP Awards.
In addition to industry recognition, New Amsterdam Vodka has grown because of its marketing communications, distributor network and retail partners. Poised for continued growth, New Amsterdam Vodka sales are up significantly from last year, making now the right time to introduce “It’s Your Town.” With the “It’s Your Town” ad campaign and platform, New Amsterdam Vodka will continue to focus on growing brand awareness and generating consumer trial via multiple channels.
In addition to New Amsterdam Vodka, the New Amsterdam Spirits portfolio also includes New Amsterdam Gin, New Amsterdam Peach Flavored Vodka, New Amsterdam Red Berry Flavored Vodka, New Amsterdam Coconut Flavored Vodka, and New Amsterdam Citron Flavored Vodka. New Amsterdam Vodkas are premium vodkas made from the finest quality grains, and are available at liquor retailers nationwide for approximately $14.99/750mL.