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Launching a new vodka brand in nightlife means competing with loud rooms, established labels, and short attention spans. AKA Vodka needed a launch strategy that would cut through the noise and introduce the brand directly to its core audience—nightlife participants, bartenders, and tastemakers—without relying on traditional advertising.
The goal was simple: make AKA Vodka unmissable on launch night.
Nichez created a guerrilla-style bar takeover that transformed partner venues into fully branded AKA Vodka experiences. Rather than isolating the brand to a single touchpoint, the campaign surrounded guests with AKA at every moment—from the door, to the bar, to the drinks in their hands.
To instantly establish presence, Nichez designed and produced custom apparel for bartenders and bouncers to wear on launch night. The modern, high-contrast designs aligned with the AKA aesthetic and turned staff into walking brand ambassadors.
Seeing trusted bar staff wearing AKA Vodka apparel created immediate credibility, sparked conversation, and reinforced the brand as part of the nightlife culture rather than an outside sponsor.
Oversized cutouts of the AKA Vodka bottles and stacked case boxes were placed throughout high-traffic areas of each bar. These installations echoed the bold packaging design and acted as visual anchors—drawing eyes, encouraging photos, and making the brand impossible to ignore.
The stacked boxes showcased the full-size imagery of the models, creating striking visual moments that felt more like art installations than marketing displays.
The guerrilla launch campaign successfully embedded AKA Vodka into the nightlife scene from day one. By combining wearable branding, large-scale visuals, and direct product experience, Nichez helped AKA Vodka generate immediate awareness, curiosity, and buzz among a highly influential audience.
