Sex and the SKYY

While their blatant product placements in the first film may have angered some viewers, Sex and the City 2 is now being praised for their forward marketing campaign. The series that made Manolos and martinis famous has partnered with SKYY Vodka to create an innovative and fashion-forward bottle.

"After the tremendous success of SKYY Vodka's partnership with the first Sex and the City film, there was no question that we wanted to continue our support of this lasting cultural phenomenon," said Bob Kunze-Concewitz, CEO of Gruppo Campari. "Sex and the City helped to defined sophisticated cocktail culture around the world, and that tradition will continue as SKYY teams with Warner Bros. to give fans another reason to celebrate friendship, fashion and 'cocktail couture' with Sex and the City 2."

The multi-faceted campaign is an excellent example of integrated marketing communications campaign, and SKYY was smart to latch themselves onto a brand firmly entrenched in luxury. The most exciting part of the campaign is SKYY's new spokesperson, Sex and the City costume designer Patricia Field.

"So many of Sex and the City's most stylish moments have been when the ladies were out in Manhattan, dressed to the nines, bonding over fun cocktails," said Field. "SKYY Vodka has always been a brand with style, so I was thrilled to partner with them to create something special that celebrates those special 'cocktail couture' moments that truly are the essence of SKYY and Sex and the City."

The campaign elements include:

Advertising: Global co-branded advertising featuring print, broadcast, outdoor, digital and social media vehicles.

Celebrity Spokesperson: Renowned Sex and the City costume designer Patricia Field will serve as spokesperson for multiple components of the SKYY campaign, as well as lending her design talents to several promotional elements tied to the film.

Limited-Edition Bottle: Field will design a limited-edition SKYY Vodka Sex and the City 2 bottle, which will be available at retailers around the world in May. This is the first themed design change to the iconic cobalt blue SKYY bottle in the brand's history.

On-Premise/Off-Premise Promotions: Sex and the City 2 promotions will feature SKYY Vodka cocktails inspired by the film, highlighted by a line of limited edition fashion and cocktail accessories designed by Field that will be available at bars and restaurants across the US.

SKYY Vodka is really pulling out all the stops for this campaign. I'll be sure to pick up a bottle and sneak in a martini shaker into the theatre.