By Audrey Kemp | Junior Reporter

July 13, 2022 | 2 min read

In the ‘spirit’ of Jordan Peele’s new horror flick Nope, Skyy Vodka has launched a 360 campaign that rallies consumers to look skyward.

Skyy Vodka has inked a deal with Universal Pictures and Jordan Peele’s production company, Monkeypaw Productions, to release a co-branded campaign inspired by Peele’s upcoming sci-fi horror film Nope.

The 160over90-produced spot urges consumers to find out “What’s in the sky?” – hinting at the plot of the film, which hits theaters on July 22.

Peele previously released thrillers Get Out in 2017 and Us in 2019. In his latest nightmare, Oscar winner Daniel Kaluuya, Keke Palmer and Oscar nominee Steven Yeun play residents of a lonely gulch of inland California, who witness an uncanny and chilling discovery. Nope is the first horror epic to be shot with Imax’s 65mm film cameras, and the first of Peele’s films that allow consumers to explore it in the metaverse through Meta’s Horizon Worlds app.

Running until August 16, the Campari-owned brand’s campaign includes out-of-home (OOH) advertising, social media and a sweepstakes where fans can text ‘SKYYFRESH’ to 24272 for a chance to win free tickets to Nope in theaters.

“Aligning with Universal and Monkeypaw Productions provides a great opportunity to encourage both new and existing fans to find out ‘what’s in the sky,’ as well as enjoy what’s in Skyy Vodka, including our reformulated liquid, made with water enriched by Pacific minerals,” Campari America’s senior category marketing director of white spirits Sean Yelle told The Drum.

Ahead of Nope’s premier, participating movie theaters nationwide will offer a menu of Nope-themed cocktails, such as the ‘Cos-NOPE-olitan.’ Inspired by the classic cosmo, the Cos-NOPE-olitan is made with Grand Marnier Cordon Rouge, a cotton candy cloud and garnished gold flakes.

For more, sign up for The Drum’s daily US newsletter here.

Creativity Brand

More from Creativity

View all