Vice Vodka Icewine Martini was launched in the late summer of 2009 with immediate success and international interest. Being the first of its kind in the world and carving out a new category as a serious Icewine blend in the Canadian market, made it a natural to draw attention. Consequently the first phase of online communication took the form of a brand image presentation, which we produced for Vineland Estate Winery, the parent company and founder of Vice. The creative closely followed the brand image, package and essence that we had created with the goal to further define the soul of Vice.
Now that the new brand has moved through a very successful autumn and holiday sales cycle, gathering significant distribution and retail listings in the LCBO, it’s time for the brand to shift to a more communicative phase of its life. Hence Insite has designed and programmed a new website based on a blog platform.
This new communication tool allows the brand managers to communicate in a quick and efficient manner to a broad audience at a responsible content management cost. The blog based platform gives the communication teams the flexibility to make constant changes to the site without the need for programming changes. Furthermore the programming is optimized to take advantage of current search engine optimization best practices as well as easy integration with social media platforms and strategies. All this without compromising the brand impact.
In addition to the web, Vice is continuing to build on the social media aspect that began at launch with attention to communicating through the mandatory Facebook and Twitter but also in creating a compelling culture surrounding the brand. 2010 will be a fantastic year for Vice as it builds a culture around the new premium Icewine blend category and welcomes new entrants as they fill the room.
Web: http://www.vicemartini.com
Twitter: http://twitter.com/vicemartini
Facebook: http://www.facebook.com/pages/VICE-MARTINI/111092653478?ref=ts&__a=1
Vice Package Design: Post
Vineland Estates: http://www.vineland.com