CPR Davide Campari

Following more than a decade of creating some of the most memorable ads which inspire consumers SKYY Vodka announced today a sexy new ad campaign featuring bold, vibrant imagery that is both provocative and engaging. Shot by world-renowned photographer Raymond Meier, the campaign consists of five different executions - “Sexy Legs,” “Unzipped,” “The Package,” “Lip Service” and “Iced Down” - each showcasing a different interpretation of SKYY sexy. The ads will appear first in the October issues of Rolling Stone, MarketWatch and Tasting Panel, and will later launch globally in print and online, as well as outdoor and as large wall installations. The campaign marks a return to the historic spending level of three years ago with a focus on the overall brand, following the launch of SKYY Infusions in 2008, 2009 and 2010.

One of the advertisements from SKYY Vodka's newly launched "SKYY Sexy" advertising campaign, shot by photographer Raymond Meier.

SKYY Vodka’s new advertising campaign exemplifies the brand’s evolution in advertising away from blaring sex appeal and detailed storytelling, towards imagery that is evocative yet less literal, leaving more to the imagination. Each of the images focuses on the iconic cobalt blue bottle, drawing on the brand’s striking blue and white color palette. The “SKYY Sexy” campaign is designed to engage and invite consumers to insert themselves into the sexy vodka cocktailing moment that SKYY is presenting in the ads.

“The meaning of sexy is subjective and very open to interpretation,” says Andrea Conzonato, Chief Marketing Officer. “Our new ads are suggestive, asking consumers to look beneath the surface of the graphics and interpret what SKYY sexy is for themselves.”

The images will be unveiled to SKYY’s loyal fans first through SKYY.com, as well as SKYY’s Facebook and Twitter pages.

SKYY Vodka revolutionized advertising in the vodka industry by pioneering the use of ultra-sexy advertisements. The brand’s first campaign, unveiled in 1998, was shot by legendary photographer Moshe Brakha and exhibited raw, alluring characters set against a cinematic theme. A second campaign featured the distinctive style of influential still photographer Matthew Rolston, who depicted seductive, provocative characters in his work. In 2007, SKYY looked to acclaimed photographer and independent filmmaker David LaChapelle to shoot the powerful, tantalizing images that would constitute its third campaign. Because of its bold, sexy imagery, SKYY’s ads have become collectible pieces of artwork.

By continuing to challenge the boundaries of commercial advertising with dramatic imagery, SKYY will remain the definitive symbol of sexy cocktail style.

About Skyy Spirits, LLC

Skyy Spirits, LLC is the US-based wholly owned subsidiary of Gruppo Campari (Reuters CPRI.MI - Bloomberg CPR IM) and is the eighth-largest spirits company in the US. Launched in 1992 with the introduction of its flagship brand, SKYY® Vodka, Skyy Spirits has grown exponentially, building a portfolio unrivaled in its quality, innovation and style, making it a top choice among distributors, retailers and consumers. Skyy Spirits manages Gruppo Campari’s portfolio in the US of such leading brands as SKYY® Vodka, SKYY90®, SKYY Infusions®, Campari®, Wild Turkey® Straight Kentucky Bourbon, American Honey®, Russell’s Reserve®, Glen Grant® Single Malt Scotch Whisky, Cabo Wabo® Tequila, Espolón™ Tequila, Ouzo 12®, X-Rated® Fusion Liqueur® and Jean-Marc XO Vodka®. Skyy Spirits is also the exclusive US distributor of Cutty Sark® Scotch Whisky, The Glenrothes® Single Malt Scotch Whisky, Bowmore® Islay Single Malt Scotch Whisky, Auchentoshan® Lowland Single Malt Scotch Whisky, Glen Garioch® Highland Single Malt Scotch Whisky, Flor de Caña® Rum, Carolans Irish Cream®, Tullamore Dew Irish Whiskey®, Irish Mist® Liqueur, Midori® Melon Liqueur, ZEN Green Tea Liqueur TM, Hibiki® Whisky and The Yamazaki® Single Malt Whisky.

Skyy Spirits was founded and is headquartered in San Francisco, California. More information on the company can be found at www.skyyspirits.com, www.facebook.com/skyyspirits, Twitter: SkyySpirits and www.camparigroup.com. Please enjoy Skyy Spirits brands responsibly and in moderation.

About Gruppo Campari

Gruppo Campari is a major player in the global beverage sector, trading in over 190 nations around the world with a leading position in the Italian and Brazilian markets and a strong presence in the US and Continental Europe. The Group has an extensive portfolio that spans three business segments: spirits, wines and soft drinks. In the spirits segment its internationally renowned brands, such as Campari and SKYY Vodka, stand out. It also has leading regional brands including Aperol, Cabo Wabo, CampariSoda, Cynar, Glen Grant, Ouzo 12, Zedda Piras, X-Rated and the local Brazilian brands Dreher, Old Eight and Drury’s. Its wine segment boasts the global brand Cinzano, as well as important regional brands including Liebfraumilch, Mondoro, Odessa, Riccadonna, Sella & Mosca and Teruzzi & Puthod. The soft drinks segment comprises the non-alcoholic aperitif Crodino and Lemonsoda as well as its respective line extension dominating the Italian market. The Group employs over 2,000 people. The shares of the parent company, Davide Campari-Milano, are listed on the Italian Stock Exchange. www.camparigroup.com

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6442086&lang=en

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