Stoli serves signature cocktails to theatergoers in multichannel 'Atomic Blonde' campaign
- Stoli Vodka has partnered with Universal Pictures on a co-branded campaign for "Atomic Blonde," a new action-thriller starring Charlize Theron. The multichannel effort includes TV advertising and out-of-home promotions, along with print, digital and social media content, according to a joint press release.
- Notable campaign elements include a sweepstakes for a trip to Berlin, where much of the film is set; menus featuring four signature "Atomic Blonde" cocktails, served in limited editions cups available at theater chains nationwide; in-bar activations and an '80s-themed Pandora station.
- Stoli Vodka will also serve as the official sponsor of the red-carpet premiere of "Atomic Blonde" in Los Angeles later this month.
Stoli's multichannel push around "Atomic Blonde" shows how brands can leverage partnerships with media properties in ways that extend well beyond standard product placements — though those are certainly a factor, as "Stoli on ice" is the titular character's drink of choice. Of the campaign elements, the '80s-themed Pandora station fits neatly into a trend of incorporating retro-flavored music into marketing to stoke consumer nostalgia, which can often be incredibly potent.
Brand tie-ins to other summer blockbusters, especially Marvel Studio's "Guardians of the Galaxy Vol. 2," have similarly leaned on their films' retro soundtracks: Doritos released special packaging for "Guardians" that doubled as a cassette tape deck player, and Marvel Studios owner Disney ran an ad campaign on Spotify that included curated '70s-themed playlists.
Stoli's in-bar activations and retail-themed displays for "Atomic Blonde," along with the limited edition cups provided through chains like Cinepolis and Movie Tavern, bring an out-of-home element that adds real-world engagement to compliment the digital promotions.