Public Relations Agency - NYC PR Firm

OBJECTIVE

To launch the exciting new addition to Three Olives Vodka's family of flavors, "Bubble" 5W was tasked with proposing, planning, and executing a celebrity-driven party to garner impressive, effective media.

STRATEGY

With Three Olive's demographic in mind, 5W used relationships to secure Kim Kardashian as the event host and the New York City hot spot, Greenhouse, as the venue. 5W reached out to various publicists and agents to lock in additional celebrity attendees including Khloe Kardasian, "Real Housewives" stars Kelly Bensimon, and Jill Zarin, Lance Bass, MTV's "The City"' stars, and others.

Supporting the "Bubble" flavor, the event was decked out in pink -- everything from a "pink carpet" where celebrities posed for photos in front of a pink step and repeat, to human Slinky's, who posed with the various celebrities, creating interesting and press-worthy photos, to pink lighting. 5W staffers also encouraged celebs to make their "O-Faces" on the pink carpet, further solidifying Three-O's "O-Face" ad campaign messaging. We also gave celebrities hand-held bubbles to blow for pictures, further tying into the theme.

Inside the venue, 5W encouraged product shots by positioning the bottles of "Bubble" on the VIP tables. Passed cocktails also helped to ensure that celebrities had easy access to the product for photo opportunities.

RESULT

The event resulted in over 163 million media impressions, with placements secured in The New York Post, The New York Daily News, OK! Weekly, PerezHilton.com, TMZ.com, People Magazine, and many, many others. Three-O Bubble literally sold out at retail throughout the country within one week of its launch - becoming the "it" flavor of the premium spirits segment.

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