Ketel One family-made vodka has unveiled Drink Marvellously: a delightful and imaginative creative campaign inspired by consumers’ growing desire for better, more thoughtful drinks experiences without the fuss. Drink Marvellouslycaptures a world where magic surrounds the everyday; a world where everyone is welcome, and experiences are bettered by being together with friends (or charming strangers) who bring joy and laughter.
The campaign is the latest creative expression of the award-winning Dutch vodka made by the Nolet family, whose multigenerational heritage of expertise, innovation and commitment to doing and making things better is, well, marvellous. Showcasing Ketel One’s signature simple design sensibilities – with a touch of Dutch wit and whimsy – Drink Marvellously will be activated across above-the-line, digital and social, influencer, partnerships, and below-the-line in key markets.
Developed in partnership with New York based creative agency FIG, the new campaign introduces a series of hand-drawn illustrations and animations that invite viewers into a marvellous world – one full of personality, charm and of course, delicious drinks made with Ketel One Vodka. Each piece of creative will bring to life a marvellous moment, real or imagined, creating a little bit of magic and surprise in every scene.
“This is a time of massive cultural shift for vodka,” says Alexandre Rodrigues, Global Brand Director, Ketel One Vodka. “People are evolving the way they socialise and drink. Our consumers lead busy lives and today are more likely to be found enjoying casual catch-ups with friends rather than partying in a nightclub. We’re also finding that they’re drawn to quality products that stand out for the human touch, the thought and values that have gone into them – products that are wholesome, simple, honest and that do things a better way.
“We have always committed ourselves to doing things a better way with Ketel One. Our vodka is family-made by the Nolets, who throughout 11 generations of distilling legacy have always believed deeply in making things better, with quality and care at the heart of everything they do. This has led us to become the bartenders’ choice of vodka globally: we have been voted #1 vodka by bartenders from the world’s best bars, no less than seven times.
“Drink Marvellously is a watershed moment for us, different from everything we’re seeing elsewhere in the vodka category right now. We’re inviting people to an entirely new, marvelous world that’s actually right in front of us. We hope to create a unique sense of discovery and spark imagination instead of simply re-creating familiar occasions and experiences. But the work is truly something to be experienced rather than explained.”
Following a launch in the US which included a partnership with the 71st Emmy® Awards, Drink Marvellously will now roll out in selected countries such as UK, Canada, Brazil and Australia, among others.
Source: Ketel One