For the release Atomic Blonde, Stoli and Universal Pictures have partnered over the push, The Movie. The Vodka. Mix Accordingly.
Stoli, the premium vodka brand, has signed an exclusive partnership with Universal Pictures for the film, Atomic Blonde, starring Oscar-winning actress, Charlize Theron. The action thriller follows her character, an MI6 agent, through a city steeped in revolution and double cross.
In the movie, which will premiere in theatres across the United States on 28 July 2017, the protagonist, Agent Lorraine Broughton (Theron), looks to “Stoli on ice” as her cocktail of choice. Both brands are teaming up over a co-branded campaign that relies upon a fully integrated approach.
The multimedia effort will see executions roll out across television, out-of-home, print, digital, and social media, with content newly launched and slated to run through August. The push entails a 1980s-themed Pandora digital station around the music from the Atomic Blonde soundtrack.
The liquor giant and film franchise will also introduce a consumer experience component by way of a menu featuring four signature cocktails in limited-edition cups. The selection is set to present at theatre chains throughout the country to include venues such as Cinepolis and Movie Tavern.
Additionally, retail displays and in-bar parties celebrating the movie’s iconic style are scheduled for release across the United States. Meanwhile, the vodka company is hosting a sweepstakes online as an added bonus, offering fans the chance to walk away with a trip to Berlin, Germany.
“Upon reading the script and identifying the shared similarities between our brand and Agent Broughton, we knew this was a natural and organic opportunity that matched our unapologetically bold character,” said Russell Pareti, Vice President of Marketing at Stoli Group USA.
“It reinforces our quality and authentic heritage—as this was a specific choice made to fit her character. We are excited to be a partner of Atomic Blonde, which sets a new genre and level in style,” he added. The alcoholic beverage label will serve as the official sponsor of the upcoming red-carpet premiere in Los Angeles this month.