Dive Brief:
- Stoli Vodka has partnered with Universal Pictures on a co-branded campaign for "Atomic Blonde," a new action-thriller starring Charlize Theron. The multichannel effort includes TV advertising and out-of-home promotions, along with print, digital and social media content, according to a joint press release.
- Notable campaign elements include a sweepstakes for a trip to Berlin, where much of the film is set; menus featuring four signature "Atomic Blonde" cocktails, served in limited editions cups available at theater chains nationwide; in-bar activations and an '80s-themed Pandora station.
- Stoli Vodka will also serve as the official sponsor of the red-carpet premiere of "Atomic Blonde" in Los Angeles later this month.
Dive Insight:
Stoli's multichannel push around "Atomic Blonde" shows how brands can leverage partnerships with media properties in ways that extend well beyond standard product placements — though those are certainly a factor, as "Stoli on ice" is the titular character's drink of choice. Of the campaign elements, the '80s-themed Pandora station fits neatly into a trend of incorporating retro-flavored music into marketing to stoke consumer nostalgia, which can often be incredibly potent.
Brand tie-ins to other summer blockbusters, especially Marvel Studio's "Guardians of the Galaxy Vol. 2," have similarly leaned on their films' retro soundtracks: Doritos released special packaging for "Guardians" that doubled as a cassette tape deck player, and Marvel Studios owner Disney ran an ad campaign on Spotify that included curated '70s-themed playlists.
Stoli's in-bar activations and retail-themed displays for "Atomic Blonde," along with the limited edition cups provided through chains like Cinepolis and Movie Tavern, bring an out-of-home element that adds real-world engagement to compliment the digital promotions.
