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Beam announces creative agency for Pinnacle
Beam has named Ogilvy Chicago as its creative agency for Pinnacle Vodka.
Beam acquired the Pinnacle Vodka brand in May which has already become the fourth largest imported vodka brand in the United States. 2012 volumes are expected to exceed three million 9-liter cases.
“We are excited to bring Ogilvy on board to our Beam Pinnacle family,” said Deb Boyda, general manager of the Venture Category Business Team for Beam.
“Pinnacle’s classic unflavoured vodka was the US market’s fastest-growing non-flavoured imported vodka in 2011. As we continue to pioneer some of the most exciting flavours in the vodka category, including the outstanding success of the Pinnacle line of Whipped dessert-flavoured vodkas, we look forward to the creative contributions Ogilvy can make as our partner in growth.”
“We’re absolutely thrilled to partner with Beam on Pinnacle. It’s an incredible creative opportunity. Let the brand immersion begin,” said Lee Newman, president of Ogilvy Chicago.
Ogilvy Chicago will come on board with immediate effect. Its agency scope will include creative strategy and development for television, digital, print and market activation.
This year Beam also became a major player in the fast-rising Irish whiskey category when it acquired Cooley Distillery for US$95m.