'Fresh' continuation - On the occasion of the brand's 100th anniversary, Vodka Gorbatschow expands its cooperation with Eko Fresh

In the anniversary year of Vodka Gorbatschow, one highlight follows the next: The nation's best-selling spirit is continuing its successful cooperation with rap legend Eko "Freezy" Fresh this year. True to the motto "To the next party!" fans of Germany's most popular vodka brand can look forward to this year's limited edition and a song produced especially for the brand, including an ingenious music video. The cool rhymes are, of course, penned by Eko Fresh. In addition, Vodka Gorbatschow is celebrating its 100th birthday with an attention-grabbing TV spot. The eye-catching anniversary limited edition in the 0.7-liter bottle will be available nationwide in food retailers and in the Henkell Freixenet online store from November 2021 at an RRP of 8.49 euros.

On the occasion of the brand's 100th anniversary, Vodka Gorbatschow expands its cooperation with Eko Fresh
© Henkell Freixenet
Source:  Company news

"To the next party!" - with Eko Fresh
With this year's campaign motto, Vodka Gorbatschow once again proves that the well-known vodka brand has always stood for ice-cold and crystal-clear enjoyment and that it should not be missing from any party in the future - when celebrating together is possible again. With the well-known rapper Eko Fresh, the country's best-selling spirit2 has not only brought on board a true great from the German music biz, but is also paying tribute to strong brand values such as authenticity, diversity and clarity: "For us, Eko Fresh embodies the 'German Dream' through his own history - which in turn fits perfectly with the history of Wodka Gorbatschow. He is therefore the ideal cooperation partner with whom we are happy to toast our 100th anniversary together and celebrate it in a fitting manner by continuing our cooperation," says a delighted Jan Rock, Global Head of Corporate Communications at Henkell-Freixenet.

Fresh beats as a foretaste of the LTE.
The centerpiece of this year's cooperation with Eko Fresh is the anniversary song. With fresh beats and cool rhymes, Eko Fresh raps about diversity, parties and congratulates the 100-year-old "Gorba" on its birthday. The excited community can look forward to little sneak peaks in the form of short videos that will be shared via YouTube as well as via the social media channels of Vodka Gorbatschow and Eko Fresh. All of the content will once again be conceived, produced and packaged into over 20 different ad formats in collaboration with digital studio and multi-platform network Studio71, with whom the rapper is signed. The song and music video will celebrate their big German premiere on May 21, 2021. In parallel, the song will also be available on all major streaming platforms.

TV spot celebrates diversity
Vodka Gorbatschow's anniversary commercial also pays tribute to this year's motto: In the spot, which was produced especially for the 100th anniversary, people of different colors toast the health of the nation's most popular vodka - because everyone agrees on one thing: Round birthdays must be celebrated! The theme of "diversity" pays tribute to the brand's history: The Gorbachev family emigrated from St. Petersburg to Berlin, and the brand they founded has become Germany's best-selling vodka brand over the years3. For recognition, the 15-second spot concludes with the iconic scene in which the Gorbatschow vodka bottle is placed in the ice-cold polar world. The TV campaign premieres on April 19, 2021, and will run on TV through July and on Vodka Gorbatschow's digital channels from November through December. The additional 7-second sponsorship formats are expected to reach a total of 770 million gross contacts. 

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