To harness peak-season momentum and engage its “Social Striver” audience, SKYY launched a lifestyle-led summer campaign aimed at driving brand visibility, trial, and cultural buzz. The campaign was anchored by the seasonal concept “Make Your Splash”, which captured the energy, vibrancy, and fun of summer while reinforcing SKYY’s brand personality.
The program extended across both off- and on-premise accounts, ensuring comprehensive reach. Custom point-of-sale materials were deployed to create visually compelling in-store experiences that drew attention and encouraged trial. Sampling activations gave consumers the opportunity to experience SKYY firsthand, reinforcing product quality and building excitement.
Influencer content played a central role, showcasing authentic summer moments that aligned with SKYY’s target audience. Social media integrations encouraged sharing and amplified reach, creating a sense of cultural relevance and connection with the “Social Striver” demographic.
A standout element of the campaign was a collaboration with Kool Pool, which allowed consumers to design their own floaties. This interactive experience brought the SKYY brand to life in a tactile, shareable way, generating engagement both in person and across social channels.
The creative system translated SKYY’s vibrant summer energy into Instagram-worthy moments that were visually engaging and culturally resonant. By blending in-person activations, influencer storytelling, and visually striking POS, the campaign generated excitement among both consumers and trade partners, while reinforcing SKYY’s position in the high-volume summer occasion space.
The integrated approach ensured that every touchpoint, from sampling to social media, was aligned with the brand’s summer identity and promotional objectives.
By combining experiential elements with strong visual storytelling and targeted activations, SKYY successfully created a campaign that not only captured attention but also strengthened its positioning among its target audience, driving awareness, trial, and meaningful engagement throughout the summer season.
