Boru Vodka 'Defends the Bar Band'

NEW YORK Premium vodka brand Boru has hooked up with several marketing partners, including publisher Maxim, Roadrunner Records and online music equipment seller Musician’s Friend to launch a “Defend the Bar Band” campaign that the client hopes will generate brand awareness by driving customers to its Web site. The campaign kicks off Aug. 20.

The effort, created and executed by Fathom Communications, is an extension of the “Fight/Defend” campaign launched earlier this year. The male-targeted brand bought ads with statements such as “Fight the book club, defend poker night” and “Fight Karaoke; Defend the bar band.”