Belvedere takes its pick

27 August, 2008
Page 33 
Moët Hennessy's ultra-premium Belvedere vodka is stepping into rock 'n' roll territory with its latest campaign featuring the photography of Terry Richardson, a seductive Jade Jagger and an ice-pick.

Backed by a multi-million dollar spend, Belvedere has used Richardson's controversial photography to depict luxury and decadence in party scenarios in downtown New York City, loosely tying in with a mix of print ad and outside billboard execution in its UK and European markets.

Part of the campaign features Sir Mick's daughter wielding a Jagger Dagger - an upmarket, limited-edition designer ice pick that can be purchased by VIP lounges for between £2,000 and £5,000, to be used in an ice cracking ritual for customers buying a magnum of Belvedere.

Cities including Mumbai and LA will also be targeted this year by Belvedere.

Comment

Dominic Roskrow

It’s ‘up periscope’ for Irish distilleries

I know how wierd this might seem but I often think that the opening of a new distillery is like the launch of a new submarine. It is unveiled in all its pristine glory in a blaze of publicity and fanfare.

Click for more »

Events

Facebook

Twitter