New Amsterdam Vodka has kicked off a major consumer campaign which began with an advert during the NBA Finals basketball game.
The ‘Pour Your Soul Out’ campaign follows an up-and-coming drummer who performs at the local dive bar or in an empty subway station, believing that eventually it will lead to great things. The 30-second commercial features drummer Omari Williams, an accomplished musician who has and contributed to several albums.
The campaign launch includes a strong digital presence, with a 24-hour YouTube masthead takeover, a national Snapchat filter and a homepage takeover on Spotify.
“A hard-working spirit flows through everything we do,” said New Amsterdam Spirits director of marketing Michael Sachs. “New Amsterdam Vodka has always been inspired by those who keep their heads down, hustle hard and do what they love. That’s been our approach to crafting our vodka from the start.”
New Amsterdam Vodka was launched in 2011 and is owned by E & J Gallo Winery. The marketing campaign, created by agency David&Goliath, is one of the largest in Gallo’s 84-year history.
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