As the growth of cocktail culture brought more young consumers to the spirits market, SKYY Vodka was missing the opportunity to capitalize on this burgeoning trend. To distinguish the brand from the rest of the market, we developed communications that would be image-based stories of cinematic cocktail moments featuring the distinctive blue bottle. The resulting SKYY campaign contributed to double-digit sales growth in almost each of its first fourteen years. This campaign for SKYY has been cited as a case study in effective positioning, branding and creative strategy in multiple marketing and advertising textbooks. SKYY Vodka has become one of the most iconic global brands in spirits and enjoyed multiple brand extensions, including SKYY Flavors, SKYY Blue, SKYY90 and SKYY Infusions.