Double Cross Vodka Set to Roll Out New Campaign on April Fool’s Day

Ultra-premium Vodka Brand Launches Series of “How to Double Cross” Topics Poking Fun at Life’s Little Annoyances

New York (March 20, 2012) – Double Cross Vodka, a rising star in the highly competitive ultra-premium vodka category, is dramatizing its very name with a new campaign about how to “double cross” the mundane and frustrating moments of life.

Handcrafted by a master distiller in a 13th-century Slovakian village, Double Cross is seven-times distilled and seven-times filtered, resulting in an award-winning vodka of unrivaled purity and character.

The campaign, which kicks off on April Fool’s Day, gives step-by-step, tongue-in-cheek instructions about how to turn the tables on everything from table texters to subway pole huggers to armrest hogs. The ads will run as wild postings and point-of-sale pieces such as posters, napkins and coasters in bars and package stores throughout New York, New Jersey and Massachusetts. The centerpiece of the campaign is a microsite called Projectdoublecross.com where visitors are encouraged to add their own double crosses and share them with friends. The campaign will expand to the rest of the country and Canada later this year.

“April Fool’s Day is all about turning the tables on people’s expectations,” says Double Cross CEO Dr. Malcolm M. Lloyd. “Which, for people who have pre-conceived notions about vodka, is exactly what our product does. So it’s a natural fit.”

Consumers are encouraged to visit the Project Double Cross website to view the growing collection of double crosses there, such as How to Double Cross a Telemarketer, How to Double Cross a Chatty Urinal Neighbor and How to Double Cross a Loud Cell Phone Talker.

Other examples from the series rollout include:

  1. Stand directly in front of the jackass who is on the phone
  2. Lift your Double Cross martini to the side of your head as if it were a phone.
  3. Adapt the same tone as the loud cell phone talker as you actually respond to what he’s saying.
  1. Put your face really close to the pole.
  2. Begin whispering to it seductively.
  3. Enjoy your newly created personal space
  1. Stand at the front, with your back to the doors.
  2. Take out your flask of Double Cross.
  3. Pick out two apparent strangers, and make a toast to their “exciting, new and previously secret venture—social norms be damned!”

The brand will also regularly release new ads playing off of current events and trends that beg to be skewered.

Lloyd adds, “Our goal with this campaign is to create a unique idiom that people can really have fun with and share with their friends – which is what we want them to do with our vodka as well.”


About Double Cross Vodka

Double Cross Vodka is small-batch distilled in the Tatra Mountains of Slovakia. Seven-times distilled and seven-times filtered, each batch is made with estate-grown winter wheat and pure mountain spring water drawn from aquifers located 200 feet below ground level. It received a 95-point rating from Wine Enthusiast and gold medals for both taste and bottle design at the World Spirits Competition.

Double Cross Vodka is available in 37 states throughout the United States, with strongest distribution in the major cities on the East Coast. It is also available nationally at The Palm, Morton's The Steakhouse, Fleming's Prime Steakhouse & Wine Bar and Omni Hotels. It retails for $39.99 for a 750 ml bottle, and contains 40 percent alcohol by volume. Double Cross Vodka is the flagship brand of Old Nassau Imports (ONI). For more information on Double Cross Vodka, visit www.doublecrossvodka.com.

For more information on the How to Double Cross campaign, visit www.projectdoublecross.com.

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Double Cross CEO Malcolm M. Lloyd is available for interview.

Danny Astoria

Ericho Communications

917-965-5790

danny@erichopr.com

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The campaign, which kicks off on April Fool’s Day, gives step-by-step, tongue-in-cheek instructions about how to turn the tables on everything from table texters to subway pole huggers to armrest hogs.
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Consumers are encouraged to visit the Project Double Cross website to view the growing collection of double crosses there, such as How to Double Cross a Telemarketer, How to Double Cross a Chatty Urinal Neighbor and How to Double Cross a Loud Cell Phone Talker.
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Visitors are encouraged to add their own double crosses and share them with friends.
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Quotes

April Fool’s Day is all about turning the tables on people’s expectations. Which, for people who have pre-conceived notions about vodka, is exactly what our product does. So it’s a natural fit.
Malcolm Lloyd, CEO of Double Cross
Our goal with this campaign is to create a unique idiom that people can really have fun with and share with their friends – which is what we want them to do with our vodka as well.
Malcolm Lloyd, CEO of Double Cross