June 22nd, 2007
Shaken and Stirred: For Liquor Campaigns, the Webís the Thing
By Stuart Elliott
The New York Times
But donít look for the Reyka campaign in traditional media like newspapers, magazines or even television. Executives at Grant decided that the ads, by Special Ops Media in New York, would run online only, on a dedicated Web site (http://www.reykavodka.com) as well as on sites like nerve.com, theonion.com and thrillist.com.
Few alcoholic beverages are forgoing the traditional media altogether. In some instances, turning up the ad volume online has proved problematic, as Anheuser-Busch discovered with bud.tv, a Web site for Budweiser and Bud Light beers that has fallen far short of expectations since its introduction in February.