Objective: A high-end vodka company launched six new vodka drinks targeted towards men 24-46, and needed unique items to promote the new drinks to their target audience and the media.

Strategy: As part of their media campaign, the vodka company held “tastings” in upscale bars in New York, Chicago, Miami and Los Angeles, and invited magazine editors, celebrities and other “trendsetters.” Each attendee received a “goody bag” which included the MoMA 6-piece coaster set. The coaster casing was engraved with the vodka company name and each coaster was engraved with a new vodka flavor. The vodka company chose the coasters because of their unique, upscale look, and the fact it was a MoMA item, which further mirrored the image of the vodka company and its demographics.

Result: The coasters were a big hit among the guests. In fact, an editor from one of the fashion magazines will feature the coasters in an upcoming article regarding unique Father’s Day gifts.