PLAY PUTS PRINCE IGOR ON ICE

On November 9th PLAY launched a new campaign for Prince Igor Vodka to leverage the 2010 holiday season. PLAY was challenged by Prince Igor makers Kittling Ridge Winery & Distillery of Grimbsy, Ontario to bring the campaign to market in just a few weeks. 

“Prince Igor is the only vodka available in Canada that is ice filtered,” says PLAY President & Brand Builder, Brian Torsney. Ice filtering allows the distiller to filter for more purity than any other process. As a result, Prince Igor Extreme is “Ice filtered for extreme purity” as the headline on billboards across Ontario will tout beginning the second week of November. PLAY saw this point of difference as a big opportunity.

“When you’re looking for one important thing to say that points to product quality and better taste, purity is a good measure,” says Beth Warner Vice President of Marketing for Kittling Ridge. “We could see that PLAY had experience in packaged goods, beer, wines and spirits. We needed to tell Ontario vodka drinkers about this great vodka.”

Prince Igor is the third largest selling consumer vodka in Ontario. Reaching this sales level has been achieved through a strategic focus on retail promotions. “We are thrilled with the creative concept that PLAY was able to bring to market so quickly,” says Warner. This will be the first time that Prince Igor has had traditional advertising in Ontario.