0.6741 N,
23.47314 E
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Ketel One Vodka
In 2008, Diageo announced an investment of $900 million in a joint venture with the owners of Ketel One Vodka. After a sluggish first-year sales report, and with the entire Vodka category down and suffering from the rise of brown liquor, Diageo determined a full rebrand and a deeper commitment to marketing was required in order to recognize a better return on their investment.
Through research, analysis and intuition, we developed a timely strategic opportunity for Ketel One. With the rise of the super-premium vodka brands and the cultural zeitgeist of the time, vodka was almost exclusively recognized as more of a female spirit and just something to be put into a mixed drink.
Men were increasing turning to brown liquor as their drink of choice. The antidote to this dilemma and the decreasing sales? An entirely new campaign that repositioned what Vodka was all about.
In June of 2009, the “Gentlemen, This Is Vodka” campaign delivered a 53% increase in sales for Ketel One in the first three weeks after the campaign aired. Sales eventually stabilized at a 38% gain for the following year.
0.6741 N,
23.47314 E
Up Next
Up Next
Scroll Down
Up Next
Ketel One Vodka
In 2008, Diageo announced an investment of $900 million in a joint venture with the owners of Ketel One Vodka. After a sluggish first-year sales report, and with the entire Vodka category down and suffering from the rise of brown liquor, Diageo determined a full rebrand and a deeper commitment to marketing was required in order to recognize a better return on their investment.
Through research, analysis and intuition, we developed a timely strategic opportunity for Ketel One. With the rise of the super-premium vodka brands and the cultural zeitgeist of the time, vodka was almost exclusively recognized as more of a female spirit and just something to be put into a mixed drink.
Men were increasing turning to brown liquor as their drink of choice. The antidote to this dilemma and the decreasing sales? An entirely new campaign that repositioned what Vodka was all about.
In June of 2009, the “Gentlemen, This Is Vodka” campaign delivered a 53% increase in sales for Ketel One in the first three weeks after the campaign aired. Sales eventually stabilized at a 38% gain for the following year.
0.6741 N,
23.47314 E
Up Next
Up Next
Ketel One Vodka
In 2008, Diageo announced an investment of $900 million in a joint venture with the owners of Ketel One Vodka. After a sluggish first-year sales report, and with the entire Vodka category down and suffering from the rise of brown liquor, Diageo determined a full rebrand and a deeper commitment to marketing was required in order to recognize a better return on their investment.
Through research, analysis and intuition, we developed a timely strategic opportunity for Ketel One. With the rise of the super-premium vodka brands and the cultural zeitgeist of the time, vodka was almost exclusively recognized as more of a female spirit and just something to be put into a mixed drink.
Men were increasing turning to brown liquor as their drink of choice. The antidote to this dilemma and the decreasing sales? An entirely new campaign that repositioned what Vodka was all about.
In June of 2009, the “Gentlemen, This Is Vodka” campaign delivered a 53% increase in sales for Ketel One in the first three weeks after the campaign aired. Sales eventually stabilized at a 38% gain for the following year.