1 June 2016
To create a partnerships campaign for the launch of Zoolander 2 looking to deliver major support whilst creating cutting edge, style-leading activity targeting Millennial audiences
WHAT WE DID:
Premier created a major international partnership with leading style and nightlife premium vodka brand – Ciroc . This included creating a special limited edition bottle – Ciroc Blue Steel – designed by brand ambassador Mario Testino and launched in a special photoshoot with the world’s most famous male model – Derek Zoolander. Ciroc launched the product across 25 markets with a major campaign across advertising, in bars and clubs and across social media.
This is one of Ciroc’s most successful ever campaigns with a 600% increase in sales, and over £20 million in PR coverage and delivered over £15 million in media support for the release of Zoolander 2 across global markets.
Other partners supported the activity –including Selfridges who created an instore Zoolander exhibit including costumes from the film and specially created Zoolander windows.