Mashable: Is This What it Takes to Market Vodka? Pitchmen Pose as Window Washers

July 30, 2012

How do you reach white-collar professionals who routinely work 80-hour weeks? Ultimat Vodka offered one answer to that question, though it’s not clear how scalable it is.

The vodka brand dispatched a dapper-looking gentlemen in New York and Chicago to pose as a window-washer outside office buildings. Peering in from the windows, they shook the workers out of their stupor with an honest admission written on a placard: “You people are hard to reach.” The spokesmen then beckoned the workers to get out in the fresh air — preferably before 6 — and have a drink.

If the video above is to believed, the technique worked: The office drones cracked smiles and met the Ultimat pitchman later for cocktails.

Though sending Ultimat’s window washers out to recruit more fans would be challenging on a grand scale, thanks to the magic of YouTube, a million or so people have been won over since the video went up on July 26.

-Mashable, July 30, 2012