Premium spirits and wine company Pernod Ricard is leveraging mobile to help it introduce a new vodka brand with unusual flavors such as Electricity and Fresh Cut Grass.

The Oddka by Wyborowa line of vodka is initially being launched in select U.S. markets, including Alabama, Massachusetts, Pennsylvania and Rhode Island. The ODDstache mobile application reflects the line?s positioning as encouraging experimentation and self-expression by letting users ?grow? their own mustache.

?The Oddka ?ODDstache? mobile app is one more way for us to interact with consumers and share information about the brand and the new flavors,? said Jacqueline Dertadian, brand manager for standard vodka at Pernod Ricard USA, Purchase, NY.

?It is an important part of the social media mix for our consumers, most of whom are between that ages of 21-35 years old and live in a world of connectivity," she said.  

Mustachioed fans
The ODDstache mobile app enables users to upload a photograph of themselves and choose a mustache by clicking and dragging it onto the photo.

Users are supposed to care for their mustache by earning points every day through activities such as by grooming, feeding and sharing with friends on Facebook. The more likes a mustache receives, the more odd it will grow.

The app is free to download from Apple's App Store.

Oddka is available in an unflavored version as well as five flavored versions: Apple Pie, Electricity, Fresh Cut Grass, Salty Caramel Popcorn and Wasabi.

The launch strategy also includes brand spokesman Wit Oddoski, a virtual character who likes to experiment with line?s different flavors and can be found on Facebook and Twitter, where he shares imaginative cocktail recipes.

Pernod Ricard will be driving awareness of the app at local sampling events and through its social network.

Spirited approach
The ODDstache app is an example of how spirits brands are embracing mobile marketing.

Pernod Ricard also offers apps for some of its brands, including the Absolut DrinkInspiration mobile app, Malibu's remix app, Kahlua's ?Talk About? app.

In another example of how spirits brands are embracing mobile, Grey Goose is driving awareness for its new Cherry Noir vodka with a new initiative that incorporates Instagram and Pinterest (see story).

Pernod Ricard USA distributes leading spirits brands such as Absolut, Chivas Regal, Beefeater Gin and Kahlua Liquer.

?Once you select a photo and get your ODDstache, you can make your mustache grow by: grooming and learning about the new Oddka flavors by feeding it with Oddka,? Ms. Dertadian said. ?By clicking on the different flavors, you can learn how Wit got inspired to create each one.

?Consumers are also encouraged to share their ODDstache with friends on Facebook. The more "likes" you get, the more ODD it will grow," she said.

?Additionally, the ODDstache provides clickable details on the brand's inventor Wit Oddoski, his curiously odd flavored vodka and "oddtail" cocktail recipes."

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York