Stoli LGBT Campaign
To raise awareness and celebrate the launch of Stoli Vodka and the Harvey Milk Foundation’s limited edition LGBT bottle in the UK.
TLA targeted all mainstream news and drinks trade press with the announcement of the launch, creating a buzz within the media and bringing the news to the public’s consciousness. TLA also gifted a selected number of LGBT champions at top tier press and influencers to continue to share the news and maintain the excitement throughout the campaign.
TLA successfully placed news of the limited-edition bottle in both specialist drinks trade and lifestyle publications. In the first week alone, of the campaign, we served over 4.7M impressions, reaching 2M unique users and over 750,000 readers across online pieces of coverage. This unprecedented digital reach helped to ramp up brand awareness, not only for the LGBT bottle but for general Stoli brand awareness, resulting in a complete sell-out of all 4000 units placed within Sainsbury’s, Tesco and Waitrose stores around the UK being sold out by the end of the month.