Reyka Vodka
Global coverage from Forbes to Metro
+10k entries on UK microsite
Finalist - Campaign Awards
Gamechanger
Finalist- Campaign Awards
Outdoor Experience
Challenge
Reyka Vodka isn't just made in Iceland - it's made of Iceland. Distilled through ancient lava rocks, using the island's geothermal energy, with spring water from the glacier itself for a distinctive smooth taste. We knew that the liquid would appeal to the adventurous target audience of early adopter millennials - but in a market dominated by big hitters, we had to help this small batch, handcrafted vodka punch way beyond its weight
Approach
Reyka is targeted to adventurers. So why try to bring Iceland to them, when what they really want is the chance to discover it for themselves?
The World's First Glacier Bar
We partnered with the Icelandic tourist board to tempt adventurers off the beaten path and discover what Reyka was really made of with a one-off, world first activation - a bar on the Langjökull glacier, inside the Arctic Circle. Open to the public for just one week, we invited would-be adventurers to apply for a spot in our expedition - and we also provided the co-ordinates for anyone willing to make their own way there.
Every step of the endeavour was converted into content and storytelling in Reyka's inimitably off-beat TOV across digital, experiential and PR – turning a four day event into a four month campaign with the product USP at the heart.
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