The 'Luck Be A Lady' Advertising campaign included dedicated spots to show case brandprofile CÎROC Ultra Premium Vodka. We wanted to produce a multicultural spot that was allencompassing and embodied our brand profile of style, sophistication, and celebration. Ourtarget audience is to reach ages 25-34 adults; General Market, Urban & Hispanic. Therelevancy to client and target is that October - December months produce the highest vodkasales and we wanted to not only take advantage of this season but capitalize on it bycontinuing to acknowledge CÎROC as the Official Vodka of Celebration for our targetconsumer during the holiday season. There’s also a focus on one of the most important components of celebration – safety. In addition, CÎROC partnered with a handful of reality television’s favorite housewives, further igniting the brand’s social responsibility platform with the execution of the fourth annual CÎROC Safe Rides Program. Pre-paid debit and metro cards were distributed to consumers across the country on New Year’s Eve, to ensure consumers enjoyed a safe ending to their holiday celebrations.