Bacardi calls ad pitch to push Eristoff vodka brand in the UK
Bacardi has called a creative pitch for its Eristoff vodka brand, as it looks to expand its appeal in the UK.
Eristoff: the incumbent, Isobar, said it will not be repitching
Isobar currently runs the integrated account, although Eristoff appears to have been relatively dormant in the UK over the past few years.
Sources suggest the Georgian brand is looking to boost its profile among younger drinkers.
Isobar won the account in 2010 from Leagas Delaney after a pitch. An Isobar spokeswoman would only confirm that it won’t be repitching for the business, and Bacardi did not respond to a request for comment.
Bacardi also appointed Isobar, under its former name Glue London, to create a global digital campaign for Eristoff in 2008 after a pitch against undisclosed roster agencies. The resulting work was based on the brand’s long heritage.
In 2010, 2011 and 2012, Eristoff created an iPhone app for the music and winter sports festival Snowbombing in Austria, incorporating schedules and GPS maps.
Eristoff was founded in Georgia in 1806. Its portfolio includes flavoured varieties such as Eristoff Black and Eristoff Gold. The brand was launched in Europe in 2004 with a campaign by Leagas Delaney.
The pitch comes in a year of marketing upheaval for Bacardi, which awarded its global rum account to BETC London in February.
The company then moved the UK digital work for all of its brands into Weapon7 in July, and the £50 million European media account for its entire portfolio into ZenithOptimedia in August.
This article was first published on campaignlive.co.uk