ERIn hall / meter industries
Based in Poland and virtually unknown in the US, Sobieski Vodka was looking for a way to not only create brand advocates, but compete with the major category contentenders. In fact, their goal was to become the first vodka to reach 1 million case sales within 4 years. At the time, the vodka market was flooded and Sobieski needed to distinguish themselves from all of the noise. Meter's Truth in Vodka campaign dispelled the myths in vodka advertising and was able to set Sobieski apart. Sobieski reached its goal of 1 million cases 4.5 years after their launch, shattering Grey Goose's previous record of 7 years and Meter won a Silver Effie Award.