27 August, 2008
Moët Hennessy's ultra-premium Belvedere vodka is stepping into rock 'n' roll territory with its latest campaign featuring the photography of Terry Richardson, a seductive Jade Jagger and an ice-pick.
Backed by a multi-million dollar spend, Belvedere has used Richardson's controversial photography to depict luxury and decadence in party scenarios in downtown New York City, loosely tying in with a mix of print ad and outside billboard execution in its UK and European markets.
Part of the campaign features Sir Mick's daughter wielding a Jagger Dagger - an upmarket, limited-edition designer ice pick that can be purchased by VIP lounges for between £2,000 and £5,000, to be used in an ice cracking ritual for customers buying a magnum of Belvedere.
Cities including Mumbai and LA will also be targeted this year by Belvedere.