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We plan to reposition the brand as a “step up” from all other vodka. We aim to highlight the smooth, stylish, and sophisticated features of Skyy Vodka and make it the spirit-of-choice among young professionals.
In its distinctive blue bottle, Skyy comes in six different vodka flavors, offering a taste to satisfy every vodka drinker. With this all-embracing product line, we will introduce Skyy as the vodka-of-choice for martini drinkers. Our goal is to change the consumer’s perception of the brand by repositioning it as a “step up” for the young professional. We aim to increase trial among this new target market, and increase purchase intent through product differentiation...
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