Skyy Vodka has tapped Mono to be its first global agency of record as the Campari Group-owned spirits brand prepares to relaunch later this year.
Mono’s selection as the brand’s lead agency follows a five-month creative review process that consolidates its primary U.S. creative duties, previously handled by VMLY&R, with its international marketing efforts that once fell to a range of agencies.
“In this pivotal moment for Skyy, where we will deliver the next generation of growth on our storied brand, we are excited to announce this partnership with Mono,” said Marina Santos, Campari’s senior global director of white spirits. “In this new role, Mono will start by developing a fully integrated global campaign.”
The agency’s first task is to develop a worldwide creative platform that can run across all media in multiple international markets beginning in the first half of 2021—something it can do with a largely clean slate. The brand’s owner confirmed last year that it plans to overhaul Skyy’s packaging, brand claims, and even the alcohol itself.
After reporting 2020’s results last week, which posted a full-year sales decline of 16.2% that Campari attributes to pre-launch de-stocking in the U.S., group CEO Bob Kunze-Concewitz told analysts that Skyy is poised for a new positioning that includes an improvement in what he calls “premiumization,” Just-Drinks reports.