PURITY VODKA // FINEST 10% PR AND MEDIA STUNT FASHION SHOW

Assignment: Identify a disruptive way to illustrate the quality of Purity Vodka, to key core high-end consumers.

Strategy: Showing that the brand only bottles the best of the best as part of a particular distillation process.

Activation: During NY Fashion Week Purity Vodka enlisted fashion designer Timo Weiland to create a truly one-of-a-kind fashion show featuring one of Purity Vodka’s key distillation benefits. Purity only bottles the finest 10% of what is distilled and that was brought to life in a disruptive way.

150 consumers attended the special event where only 10% of the models’ bodies were covered. This was an interpretation of the models ONLY wearing the best 10% of a Timo Weiland design. The runway show was followed by a cocktail tasting and a meet and great with the designer. Certainly a bold memorable experience for all.

The activation garner more than 10M media impressions and over 1.5M YouTube views