Vok ends year with two campaigns

By Amy Looker 

Vok Beverages has kicked off two new campaigns in support of its Bearded Lady bourbon and Rebellion Bay rum brands that were launched earlier this year.

The Bearded Lady 'Stay Strong' campaign launched at the beginning of this month and takes a tongue in cheek approach to some confronting situations, which marketing manager, Chris Illman, says will help the brand stand out in the competitive bourbon category.

"Like the circus attraction of the same name, the Bearded Lady provokes curiosity and wonder. It has a strength that runs deep, both in liquid and in character. This is a reminder that behind something interesting often lies something extraordinary," Illman said.

"This is our first major campaign for Bearded Lady, and it has been an action packed couple of months in bringing this exciting brand to market. It's also been a lot of fun."

The 'Stay Strong' campaign includes a strong outdoor push in the lead up to Christmas, as well as radio, print, and digital, all complementing extensive in-store promotions and a sampling program during the launch period.

There is also a shark dive at Port Lincoln up for grabs, which Vok plans to promote in-store.

The Rebellion Bay rum campaign, 'Spirit of Rebellion' takes an equally fun approach to the brand, encouraging consumers to find their rebellious nature within, which Illman said is a strong component of the brand's core positioning.

"This is our first major through the line campaign for Rebellion Bay Spiced Rum, and second for the company which has kept our team very busy over the last 12 months, but it has been an exciting project to be involved in," Illman said.

The 'Spirit of Rebellion' campaign will also have a presence in outdoor and digital realms, along with in-store support via promotions and tastings.

The launch of the campaigns caps off a busy year for Vok Beverages.

Over the last 12 months, the company ceased its distribution agreement with Diageo Australia and launched several new brands across its wine and spirits portfolio.

Vok also acquired Australia's oldest registered and operating rum distillery, The Beenleigh Distillery in Queensland, which will play a key role in its plans for 2013.