THE CHALLENGE

With the introduction of hard seltzers and the existing wine category, the vodka category began to lose traction with its core consumer base: the conscious female drinker.

THE launch

In order to appeal to a new generation of health conscious vodka drinkers, we launched Ketel One Botanical, a vodka meant to compete in the category of wine & seltzers.
The launch introduced 3 new vodka flavors that could be enjoyed mixed with a cocktail or on the rocks. The approach to the overall aesthetic of the retail/marketing materials was meant to evoke a refined & rustic feel - primarily geared towards a female audience. In the early stages of development, we proposed 4 options for impactful permanent floor displays.

In addition to in-store floor displays, we also provided options for retailers that don’t have the floor space to invest in a larger display -
by providing options for “display enhancers” that could be merchandised alongside cases of product.

PROGRAMATIC ADS + POSTERS

Working on the brand for 3 years gave us the opportunity to establish a cohesive and branded look and feel throughout the year that could flex in imagery/communication depending on the occasion/time of year.