With ugly sweaters serving as a big pop culture trend and vodka being the top holiday spirit, both elements have been combined
American alcohol heavyweight, Skyy Vodka, has rolled out a limited-time offering featuring the ‘holiday sweater’ to match the season’s festivities. Launching nationwide, each of its cobalt blue bottles is set to be wrapped in a customised blue and white Fair Isle winter-warming accessory to make for a whimsical gift at Christmas.
The debut is an extension of the brand’s 360-degree marketing campaign, Let’s Holidayy, kick-started earlier in the quarter, specifically on 2 November 2015 to offer a fresh take on old traditions. In good fun, Skyy plans on transforming cities from coast to coast into knitted wonderlands this December with sweater-bombing spectaculars.
A New York team led by acclaimed artist, Magda Sayeg, is set to create large-scale pieces inspired by the limited-edition bottle, live at Chelsea Market to remain on display for a month. The art installations will also grace additional locations such as Union Square and the Meatpacking District on a fleet of vintage pickup trucks.
Scheduled to hit other major U.S. cities, the takeover will feature at on-site accounts and influencer events city-wide. Meanwhile, Boston and Chicago bus shelters are poised to welcome cobalt blue knitted graffiti, while transit buses traversing San Francisco will see the same whilst promoting responsible drinking.
“The SKYY brand possesses the innovative and progressive spirit of California where it was first created, so we’re always looking to invent new experiences like for our consumers,” says Umberto Luchini, Vice President of Marketing at Campari America. The SKYY Holidayy Sweater Bottle is now available at liquor stores nationwide.
Global ambassador, Otis Florence, and DIY lifestyle experts Anne Sage of The City Sage and Ashley McLaughlin of Edible Perspective, have developed a collection of cocktail recipes using two Skyy Infusions namely Blood Orange and Coastal Cranberry as part of the campaign’s revelry.