ROKK Vodka Appoints The Lonely Island as 'Creative Directors,' Showing Even Award Winning Vodka Shouldn't Take Itself Too Seriously

Comedy Troupe Behind Internet Sensation "I'm On a Boat" To Develop Digital Content for Diageo's New Swedish Vodka

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Nov 08, 2010, 11:16 ET

NORWALK, Conn., Nov. 8, 2010 /PRNewswire/ -- ROKK Vodka, imported Swedish vodka from Diageo, announced today that they have selected The Lonely Island, the creative minds behind the Grammy-nominated track and viral video "I'm On a Boat," as "Creative Directors" for the brand. In this role, The Dudes – comprised of comedians Andy Samberg, Akiva Schaffer and Jorma Taccone – will be responsible for the brand's consumer engagement, which includes creating digital material to market the brand and help introduce ROKK, the premium priced, freeze filtered vodka.

"Most people ask us to just make videos, but Diageo asked us to be Creative Directors, which sounded fancier," said Lonely Island member and actor, Andy Samberg. "Anyone who's seen our videos knows we're fancy guys, so we said yes. And they also gave us a bunch of ROKK Vodka, which we enjoy drinking with our mouths."

A brand inspired by the bold spirit of the Vikings, ROKK stands out from other vodkas on the shelf and has specifically chosen The Lonely Island to help bring that bold and edgy personality to consumers. As Creative Directors, they will have the freedom to creatively market ROKK, including the development of original content and videos that will engage consumers in a humorous manner, while still adhering to the brand's commitment to social responsibility.

"We could have chosen to work with a traditional advertising agency, but wanted to do something totally different when it came to marketing ROKK Vodka," said Adam Rosen, Brand Director - Vodka. "We had a list of one when it came to who we wanted to lead ROKK Vodka's creative team, and couldn't be more excited that The Lonely Island said 'yes!' Working with Jorma, Akiva and Andy has been amazing, as they are not only ridiculously talented, but they also know exactly what ROKK Vodka's consumers want to see."

The Lonely Island's first creative execution will be a ROKK video short, slated to debut in late November on the ROKK Vodka Facebook page, with additional content being unveiled throughout the year.

Launched in September, ROKK Vodka is crafted using European Wheat and Swedish spring water. After being distilled four times, the liquid is then 'Freeze Filtered,' where the vodka is chilled to sub zero temperatures before being run through the filtration process, resulting in exceptional smoothness. In addition to the base vodka (40% Alcohol by Volume), ROKK is available in four flavors (35% ABV) – Raspberry, Orange, Citrus, and Apple – at grocery, liquor, club and drug stores nationwide.

For additional information, please visit www.facebook.com/ROKKVodka or www.ROKKVodka.com, and always remember to drink ROKK responsibly.

About Diageo

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands and performance, visit us at http://www.diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

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