When Diamond Beverages approached Nimlok Chicago about creating an exhibit to debut their new luxury vodka for the Wine and Spirits Wholesalers of America tradeshow, they knew they needed something unique. After all, Diamond Standard Vodka is the world’s highest-priced vodka, distilled through a unique diamond-filtration process and presented in an award-winning trademarked bottle encrusted with a round-cut 25mm Swarovski crystal. It’s definitely not your everyday vodka.
Here’s where the role of a good marketing partner is priceless. Miranda Wulfing, a marketing consultant with Nimlok Chicago, knew when it came to marketing this high-end vodka, the exhibit was just the beginning and the sky was the limit.
After their initial meeting with Diamond – which, like many exhibitors were going to show up in a 10-by-10-foot exhibit – and researching the show, Nimlok Chicago devised a much larger branding solution that helped bolster its brand awareness as a newly launched, yet high-end spirit, in the market.
“We took a different approach with Diamond Vodka as they truly were a start up company, working on a very short timeline,” Wulfing said. “We needed to create an over-the-top, never-seen-before exhibit that personified Diamond’s image – that of the world’s highest price, luxury vodka. Our creative team conceived a design that was the quintessence of this brand image.”
The end result? A large, interactive luxury suite evocative of a high-end jewelry store. The entry of the suite was adorned with a large, LED illuminated Swarovski crystal showcased on a custom rotating base. High-end materials including chrome, stainless steel and high-pressure black laminate, accented with crystal-beaded curtains, and a soft elegant lighting arrangement further enhanced the ambience.
The exhibit space proved to be a showstopper, attracting the attention of virtually the entire show population. The company’s return on investment (ROI) exceeded expectations. The show opened doors for them they previously thought would take years to open and successfully catapulted Diamond Standard Vodka into the luxury spirit industry by securing a major national distributor.
Prior to the show, Diamond Vodka had a single-state only agreement with Southern Wine and Spirits, one of the largest di
stributors in the country. After the show, they were so impressed with Diamond Vodka, they agreed to distribute it nationwide. Diamond also partnered with other distributors who would take the Diamond brand on board in states that Southern Wine and Spirits does not cover.
“Nimlok Chicago’s capabilities were far greater then I ever imagined,” said Bruce McDonnell, senior vice president of marketing for Diamond Beverages. “They immediately realized that we needed to convey a larger-than-life image to make the grand entry we sought. The luxury suite immediately established us as a ‘player’ in the distilled spirits industry.”
“Nimlok Chicago understood what we needed better than we did,” said Joe Cucci, marketing communications manager for Diamond Beverages. “They really cared and became familiar with our brand, then they brought our brand to life and created an unbelievable ‘wow’ experience for our clients. They understood what we needed and gave us the tools to attain all our objectives. Nothing speaks more for a marketing partner than that.”
The End is only the Beginning
The end of the show was only the beginning of the relationship between Nimlok Chicago and Diamond Standard Vodka. Building off the success at WSWA, Nimlok Chicago continued its marketing support of the Diamond Standard Vodka brand.
Continuing the theme started at the show, the team at Nimlok Chicago developed an in-store point of purchase floor display and glorifiers – a lighted showcase piece – for Diamond Vodka.
“The in-store floor display that Nimlok Chicago created for us was a revolutionary design never seen before in industry,” McDonnell said. “We were so impressed that we asked them to take the design and expand it into counter display units and shelf units.”
With a proven track record, Diamond Beverages hired Nimlok to provide a full event product launch of their brand at the Las Vegas Gentlemen’s Club Show.
“Diamond provided us an overall budget and allowed us to determine the best way to stretch their trade show dollar,” said Deborah Venable, Nimlok Chicago partner. “We provided full coordination from install and dismantle, to design and development. We even created a custom beaded chandelier that hung 18 feet from the ceiling and coordinated a opening night sponsored event – in addition to all pre- and post-show marketing efforts.”
Nimlok Chicago now replicates these services for all of Diamond’s tradeshows and expanded their efforts to include sponsorships, receptions and creating permanent room installations for vodka tastings.
“Nimlok Chicago is a marketing partner that completely understands our brand image and has the marketing insight and resources to fulfill our needs across the board,” Cucci said.
“We are [three-dimensional] face-to-face marketers providing our clients with full event guidance and marketing expertise to see their brands grow,” Wulfing said. “We do whatever takes to make our clients vision come alive.”
