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How to Double Cross Vodka Advertising

Marketing Daily’s Karlene Lukovitz writes,

When you have a name like Double Cross Vodka, April Fool’s Day is just too good an opportunity to pass up.

The ultra-premium vodka brand — distilled in Slovakia and launched (at least originally) specifically for the U.S. market in September 2008 — will kick off its first official consumer campaign on April 1, premised on helping people “double-cross the mundane and frustrating moments of life.”

The campaign’s hub is a microsite,, where fans can pick up tips for turning the tables on annoying types like arm rest-hoggers, at-table texters, telemarketers and chatty urinal neighbors. In addition, visitors can post and share (through the brand’s Facebook or Twitter accounts) their own “double cross” ideas.

Examples: To double-cross a loud cell phone talker, stand directly in front of him/her, position your Double Cross martini to the side of your head as if it were a phone, and adopt the same tone/volume as the offending phone-talker as you actually respond to what he/she is saying. To double-cross a subway pole-hugger, put your face close to the pole and begin whispering seductively to it; then enjoy your newly created personal space. Read more…