In a new promo with Pitbull, Voli Light Vodka is giving away exclusive content when the vodka is purchased at Sam's Club. The content includes Pitbull wallpaper and a "personally created ringtone" by Pitbull. The content is a nice bonus, but the most compelling aspect of this Celebrity Endorsement is the alignment that the new, alternative vodka brand is making with a bonafide and celebrated celebrity.
In an age where brands are doing anything to stand out (i.e. The Situation protein infused vodka Devotion), Voli takes a somewhat niche brand (low calorie vodka 25%-40% fewer calories) and uses mass merchandising (Sam's Club) and a huge star (Pitbull) to get their product notice and relevance.
I'd love to see Voli do more with Pitbull. Right now Pitbull and Voli are doing an excellent job promoting their relationship on Twitter. When asked @VoliSpirits why did you partner with @Pitbull for a celebrity endorsement? @VoliSpirits replied, "Because Pitbull loves Voli & we think there is no one more hardworking or charismatic- and he keeps things going-like Voli!" Ok, not exactly rocket science, but good enough alignment. Rappers and liquors make sense. It’s believable that Pitbull would drink Voli and he has the awareness to bring this brand to the forefront.