Today (Oct. 4) is National Vodka Day, and to celebrate the spirit, The Drum reviews how Icelandic distiller Reyka Vodka has been spinning its quirky campaign featuring its bearded star, Frikki, and how he will continue to represent the brand.
Back in May, the brand rolled out a campaign specifically for the Portland, Oregon market, making its television debut. Created by Philadelphia-based agency Red Tettemer O’Connell + Partners (RTO+P), the campaign featured Fridrik Ingvar Ingimundarson, Reyka’s unofficial spokesperson. The long-bearded, sweater-wearing Icelander first appeared on the brand’s social channels with the hashtag #MadeOfIceland before this campaign, touting the benefits of Reyka with quirky short videos, like one for Groundhog’s Day (“in Iceland, we have no groundhogs") and the winter solstice, where the light went up for a split second as Frikki hoisted a celebratory shot. Frikki even took to Facebook Live to say ‘Happy Holidays’ to every resident of Iceland in a two-hour stunt.
For the Portland-specific camapaign, RTO+P helped Reyka Vodka debut four offbeat spots that featured Frikki, explaining the similarities between Portland, Oregon and Iceland. The spots, were part of a larger campaign that included local Portland media partnerships, dedicated local PR efforts throughout Oregon and brand ambassador engagement. The eccentricities of Frikki and the brand matched perfectly with Portland’s oddball nature, with spots touting the shared love of football (soccer) and vodka, what Icelanders eat and drink (vodka and hot dogs), and how both locales love beards (where he pulls a small bottle of Reyka from his thick beard) - See the Creative Works box below.
“We kind of discovered Icelandic lightning in a bottle when we met up with Frikki, who just seems to embody all the weird, surreal, charmingly offbeat characteristics of Iceland. He’s sort of what we mean when we say ‘Made of Iceland’ and his quirky take on things is the perfect counter to all the pretentious ‘snobkas’ out there,” said Steve Red, president and chief creative officer of RTO+P.
Frikki and company have been a hit for the brand, so much so that his journey will beyond the Portland market, next in his natural Icelandic home country.
“We’ve seen strong sales, as well as healthy growth and awareness coming out of the campaign. So, we’re leaving in two weeks to shoot our Reyka star, Frikki, in his natural habitat, Iceland, mingling with folks at the Reyka distillery, waterfalls, puffins, and geysers, plus a few gnomes, elves and faeries if we’re lucky. We’ll use the new work to expand our momentum into several new key markets in 2018,” added Red.