Introduce Pearl Vodka to new consumers, positioning the brand as a “perfect accessory” to accompany any occasion or celebration. Targeting women aged 25 to 40, the campaign aimed to map the joy of discovery to Pearl, embracing and inspiring individuality.
Featured in style, beauty, entertainment and lifestyle publications – and with a rallying cry of “Be Rare” – the print campaign highlighted unique attributes in the consumer – special touches that make her special – with a connection to Pearl cocktails. The campaign inspired consumers to seek out and embrace individuality, from their sense of style to their choice of beverage.
With over 11 million impressions, the campaign generated brand awareness among prospective consumers and contributed to Pearl’s 3500% growth in Facebook fans.