Latin America

SKYY Vodka

SKYY Vodka, winner of the 2005 Hot Brand Award from the US Wine and Spirits Association for the 10th consecutive year, wanted to launch SKYY Vodka in Brazil.

In 2004, SKYY invited 141 Worldwide to help with the launch. 141 Worldwide identified the need to introduce this vodka to opinion makers and local celebrities in order to optimize our budget. Therefore, we had to identify a special way to attract opinion makers and reach spontaneous media.

The 'big idea' was "SKYY Vodka - well above the others," due to SKYY's proprietary 4-step filtering processes. To reach the target audience, we appointed a 'brand ambassador', who helped promote several SKYY events and parties to influence opinion makers.

The marketing initiatives helped SKYY raise its brand awareness among its target. 141 Worldwide produced outdoor advertising, print ads, in-store displays and environment-builders, shelf backgrounds, and point-of-sale pamphlets to explain the many new ways to enjoy vodka.

LG Electronics

LG Electronics needed to grow its market share and share of mind in the Brazilian market. The current LG Electronics' international positioning appealed to trendsetters, but they needed 141 Worldwide to translate it into the Brazilian cultural context.

Together, 141 Worldwide and LG Electronics identified an exclusive Brazilian behavior segment that matched the positioning objectives, yet built a more humanized and emotional platform around it. The concept, "freedom of expression" fueled the campaign, which highlighted the technology benefit of a speakerphone function on the cellular phones. No other competitors featured the convenience of the speaker function in the Brazilian market.

The phone, called 'LG Champ,' appealed to the target audience with the tagline: "With him your voice gains life."

141 Worldwide created outdoor advertising, print ads, and television spots. The TV spot movie won an award in the 15th Worldwide Advertising Festival of Gramado in 2005.