To ensure a platform of global communications for the launch of the Belvedere ‘Jagger Dagger’, a bejewelled ice pick designed by Jade Jagger exclusively for the premium Vodka brand.

Mission created and implemented an international PR blueprint for the Jagger Dagger applicable in multiple markets.

Mission increased brand awareness of Belvedere Vodka and its ice-cracking application through international interviews and high profile launch events attended by Jade Jagger.

The execution of the PR strategy in 14 key territories allowed Mission to ensure image and interview exclusives, thus leading to respect and key messages delivered in coverage.

The generation of £4.5 million worth of media coverage, spanning titles and networks including Japanese Vogue, Interview Magazine, Vanity Fair, WWD, NDTV, Entertainment tonight and MTV.