“Given our Dutch heritage, boating and New York waterways feel very natural for the brand,” Scotch & Soda CEO Ari Hoffman said about the unconventional marketing strategy. “After all, [Manhattan was once known as] New Amsterdam.”
The commuter ferry makes stops near several of Scotch & Soda’s seven New York City–area stores, including locations in Manhattan’s Seaport District and Brooklyn’s Dumbo and Williamsburg neighborhoods. It also passes under the scenic Brooklyn and Manhattan bridges.
“The strategic store locations along the water ferry route offer iconic views of New York’s landmarks and made for an irresistible proposition,” Hoffman added. “The ferry choice speaks well to our customer base, both international and local, a bit romantic and practical at the same time.”
In addition to the wrapped exterior, the ferry’s seat backs and tabletops have been branded with a custom Scotch & Soda design. The brand’s 15-second Spring/Summer 2018 campaign video also plays inside the boat.
The Scotch & Soda water taxi is part of an ongoing out-of-home marketing effort on behalf of the brand, which has promoted itself through large-scale light projections, subway panels, wild postings and billboards in North America over the past year.