Stoli debuts 'Red Sparrow' campaign with signature cocktails, social content

Dive Brief:

Stoli Vodka and 20th Century Fox have partnered on "Vodka MasteRED," a co-branded multimedia campaign promoting "Red Sparrow," a new thriller starring Jennifer Lawrence that debuts in theaters on March 2, according to a news release. The campaign includes radio, digital, out-of-home and print elements.
The effort will be promoted on ESPN Radio's "Golic and Wingo" talk show. Stoli is also running content related to the film on its Instagram and Facebook channels, including a sweepstakes for a "seductively stylish, top-secret trip" to New York City.
Audiences over age 21 can sample Stoli cocktails such as the "Red Mule" and "Raz Sparrow" in souvenir cups when they see the movie at certain locations of Bow Tie Cinemas, Cinema West, Cinemark, Metropolitan Theatres, Movie Tavern, Santikos Theatres and ShowBiz Cinemas. Stoli also co-hosted the New York City premiere of "Red Sparrow," where drinks inspired by the film were served.

Dive Insight:

Stoli is extending its brand partnership with 20th Century Fox beyond being the official vodka of "Red Sparrow" and cameoing in the film. In addition to the social media sweepstakes and in-film placements, Stoli's theater cocktail bars will give fans a real-world taste of its product and potentially create a memorable, brand-focused activation. The news additionally signals how theater-going experiences are changing, where audiences opt for more premium concessions like cocktails, wine or craft beer to compliment their movie-watching beyond the standard popcorn and soda.

With the new campaign, Stoli continues to deepen its ties with Hollywood and further its brand's position as "a staple with empowering female leads," per the news release. Last year, Stoli partnered with Universal Pictures in a similar way for "Atomic Blonde," an action-thriller starring Charlize Theron. That campaign featured a vacation giveaway and cocktail bars at theaters as well.

Experiential OOH activations are becoming an increasingly popular marketing tool to enhance digital and traditional media campaigns surrounding film releases. This type of marketing helps brands and studios create shareable moments that can spread awareness about a movie beyond trailers and print and billboard ads.