By Ian Neubauer
Multinational entertainment group Ministry of Sound (MIS) began selling its own brand of vodka across the UK last week.
Following an April launch in the London club that spawned the global nightclub franchise, record label and broadcaster, MIS vodka will be promoted via a guerrilla-style marketing campaign.
The campaign will include taxi ads, stunt teams, brand advocates, a series of virals currently available on Youtube, free MP3 downloads and the chance to win a House Part kit featuring an exclusive set by MIS resident DJ, Mark Knight.
“We wanted to take it in a completely new direction from other vodkas and to align it with what Ministry of Sound is all about,” Knight told Easier.com.
“The aim is to introduce it to both clubbers and non-clubbers and see them enjoy it as the perfect serve — neat from the freezer over ice. We’ve mixed it so they don’t have to.”