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EFFEN Vodka's provocative new campaign

EFFEN Vodka, a recent brand acquisition of  Beam Global Spirits & Wine, kicked off a new campaign based on a the brand's new stance as a “Provocatively Premium™” choice. Created by Euro RSCG Chicago, the campaign highlights the superb quality of EFFEN Vodka and builds upon the history of EFFEN's unique executions to deliver humorous, memorable executions. 

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Launched in five markets, the three print treatments feature exquisite characters with a tagline that delivers a risqué punch. Titled “Snow Bunny,” “Bellhop” and “Flight Attendant”,  the graphics depict fashionable characters in different settings, and uses a play on words to show what "Provocatively Premium™" means from their point of view. 

The vodka is an import from Holland, and EFFEN means "smooth, even, and balanced" in Dutch. The campaign was designed to stir interest and create a buzz among audiences by playing - somewhat "tongue in cheek" - on the brand name. For instance, one ad features a comely snow bunny  - dressed in pink and white - with a bottle of EFFEN and a mixed cocktail. It reads, “Nothing warms me up like EFFEN by the fire.” According to the sensual nature of the campaign, a little EFFEN will improve nearly anything.  

Blake Ebel, chief creative officer, Euro RSCG Chicago explained, “We used these characters to talk about the stylish places and premium experiences where consumers can enjoy EFFEN.” 

The campaign includes print, out-of-home, and online flash banners in Los Angeles, Chicago, San Francisco, San Diego and Milwaukee. Chicago-based Starcom planned and placed all of the media. It is scheduled to run through 2010.

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