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

The crazy world of the small distiller

One of the main attractions of social media is that it allows individuals and small businesses a platform from which they can shout loudly, without the need for the big-buck budgets that the global companies can call on.

Click for more »

Events

Facebook

Twitter