Beam Global Spirits & Wine has assigned Euro RSCG Chicago the creative television, print, and online work for Pucker Vodka—a new line inspired by the company’s neon-colored, sweet-and-sour Pucker schnapps.
The news comes during a somewhat tense time for liquor marketers. Pabst Brewing Co. has come under fire for launching Blast—a potent malt mixture peddled by Snoop Dogg— after federal pressure forced Four Loko to remove caffeine from its brew. Critics say that alcoholic beverages with candy-fruit flavors and brightly hued packaging are clearly marketed at children.
"We created a vodka for a new generation of fans who understand that the brands they choose say a lot about who they are and where they’re going," Beam vodka executive Kim Washington said in a statement when the product was announced last week. "The brand conveys a live out loud attitude," Washington added today.
Selling such flavors to the 21+ crowd without drawing scrutiny has been a challenge for advertisers. Euro RSCG, however, doesn’t seem concerned. "To launch an entirely new product is always exciting," said Ron Bess, president, Euro RSCG North America.
Euro was given the account without pitching, thanks to its work for other Beam brands: Sauza, Hornitos and Tres Generaciones tequilas, and Effen Vodka.