Ultimat Vodka campaigns for a healthier social life

By Charlotte Turner |

In July, Patrón Spirits unveiled the next wave of Ultimat vodka’s humorous national media campaign created by Amalgamated – the brand’s advertising agency, with a 30-second digital ad.


“People are working harder than ever these days and have such little time for themselves, their friends and family,” says Greg Cohen, Director of Communications, Patrón Spirits.


“Sometimes you have to literally knock on windows to get someone’s attention. This next phase of the “Find Balance, Find Ultimat” campaign encourages people to get out of the office during these final days of summer, take a little time to enjoy themselves, have a cocktail and experience the benefits of more work-life balance.”


Ultimat vodka is created through a distillation of wheat, rye and potato and is imported and marketed worldwide by Patrón Spirits International. “Ultimat’s unique combination of these two grains and potato give this ultra-premium luxury spirit a subtle taste, smooth texture, and rich complexity uncommon in most vodkas,” says Patrón. Ultimat is produced in Poland, the birthplace of vodka.


The US national campaign aims to raise the profile of the vodka brand in the US, but will have a knock on effect for the travel retail market in the Americas.


“Ultimat is growing in travel retail, as more people become aware of the brand and its unique selling point (from Poland, the birthplace of vodka, and the only vodka made from a combination of wheat, rye and potato.) Currently the brand is in airports such as Fiji, Manila, New York JFK, Muscat, Tel Aviv, etc., and also land border stores in Canada.


In the Ulitmat advert a corporate clad window washer scales some of NYC’s and Chicago’s tallest city skyscrapers, surprising their ‘white collar’ office workers at their windows with humorous signs asking: “Did you have hair when you started this job?” “When is the last time you got some fresh air?” “Let’s drink to you getting out of here before 6pm.”


A recent Harris Interactive survey commissioned by Ultimat vodka showed that12% of those polled are offered some version of a ‘Summer Friday policy’. But over 70% said if they were offered this as an employee benefit, they would enjoy a better work-life balance and be more productive on the job.

Middle East

MEADFA Conference 2024 ‘heading to Abu Dhabi on 17-19 November’

This year’s Middle East & Africa Duty Free Association (MEADFA) Conference will take...


DFWC Q1 2024 KPI Monitor indicates rise in duty free impulse purchases

Impulse purchasing within global duty free is on the rise, according to the latest Duty Free...

Asia & Pacific

Avolta details “bold and ambitious” goals to grow its APAC business

With a number of key developments coming to fruition, including its operations at Wuhan Tianhe...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend