Dive Brief:
- Diageo’s Ketel One Family Made Vodka unveiled a new campaign, “Born To Cocktail,” according to a press release. The campaign is the first under a new global platform focusing on cocktail culture.
- Central to the effort is an ad spot that pairs Ketel One with classic vodka cocktails like the martini. The campaign rolls out this week across digital and streaming platforms.
- Ketel One’s latest effort arrives as consumers continue to show interest in premium alcohol offerings, though it also relies on traditional mixtures, reflecting how consumers are looking for simplicity, per the release.
Dive Insight:
Ketel One reaches back to the basics with its latest campaign, looking to prove that its vodka has enough star power to make a good cocktail great. Its emphasis on a high-quality product could help grab attention as consumers show demand for premium spirit offerings — a desire that has seemed to survive against ongoing economic concerns.
“Born To Cocktail” also emphasizes using the vodka in classic cocktails — a Bloody Mary, Espresso Martini, Cosmopolitan, and vodka soda, among others — as opposed to more innovative creations. This positioning reflects how cocktail fans are embracing mixtures that “harken back to an era of simplicity and thoughtful intention,” per the release.
A 30-second campaign spot ties Ketel One to a variety of experiences, like enjoying an after-party nightcap or a waterside cocktail, with a message that its vodka can help take any occasion to the next level. The effort was developed with creative agency Alto.
The luxe experiences advertised in Ketel One’s effort offer inspiration for consumers seeking out more out-of-home experiences as a result of lifted pandemic restrictions, a behavior coined by some as “revenge living.” A message that resonates could prove valuable this month — known as Dry January — when alcohol sales are projected to take a hit as some consumers try their hand at going alcohol-free for the entire month. The trend historically hasn’t gained much traction, though last year it was more popular than ever. Thirty-five percent of drinking-aged adults in the U.S. took part in 2022, up from the previous high of 21% in 2019.
Others in the alcohol category are using Dry January to their advantage in an effort to stay front-of-mind. For example, Tito’s Handmade Vodka partnered with Martha Stewart for a campaign, “DIY January,” that jokingly promotes all of the alternative uses for the vodka product before Stewart ultimately opts for a martini.
