Dive Brief:

• Skyy Vodka, which is produced by Campari America, has partnered with Jordan Peele’s newest film “Nope,” to create a co-branded campaign, per information shared with Marketing Dive.
• The efforts asks consumers to wonder “What’s in the Sky(y),” a play on both the vodka’s name and the concept of the film, which centers around caretakers at a ranch observing strange events in the sky.
• The campaign will encompass out-of-home advertising, social media, consumer sweepstakes and other activations. The collaboration follows a long tradition of brand/film tie-ins, including Kraft Mac & Cheese’s recent campaign surrounding “The Adam Project” and Tide’s recent efforts involving “Doctor Strange in the Multiverse of Madness.”

Dive Insight:

Co-branded merchandise between a brand and a movie is nothing new, with such initiatives raising awareness of both the product and the movie. The collaboration with Skyy will also help to yield valuable first party data through a text message initiative, where consumers can enter to win tickets to the movie. 

In addition to the text contest, Peele’s production company, Monkeypaw Productions, and Skyy are partnering with participating theater chains to serve official “Nope” inspired cocktails, such as the Cos-NOPE-olitan. This activation could entice some consumers into movie theaters, which have been making a slow recovery after facing two-years of pandemic hardship and increased streaming options. 

“We’re excited to be able to engage with both new and existing fans in a way that’s both unique and relevant to our consumer,” said Sean Yelle, senior category marketing director, White Spirits at Campari America in a press release.

Jordan Peele’s previous two movies, “Get Out” and “Us” have grossed over half a billion dollars at the box office and yielded an Oscar for Peele. The partnership with Skyy allows both the movie and the vodka to expand their reach while also encouraging consumers to return to theaters.