Ketel One

Ketel One Invites You to Drink Marvelously

Our global campaign for Ketel One vodka welcomes you into a world that's better than any familiar reality, then hands you a great cocktail.

Ketel One | Branding, Content, Creative, Digital, Film, Media, OOH, PR, Print, Social, Communications Strategy
Ketel One

Ketel One Invites You to Drink Marvelously

Our global campaign for Ketel One vodka welcomes you into a world that's better than any familiar reality, then hands you a great cocktail.

Ketel One | Branding, Content, Creative, Digital, Film, Media, OOH, PR, Print, Social, Communications Strategy

Challenge

The Nolet family’s Ketel One vodka established and led the market for premium vodka back in the 1990s. But since that time, there has been an arms race in the category, with super, ultra and user premium vodkas trying to peg quality to price and bottle design. Then a new source of competition emerged over the past couple of years, with craft spirits riding the craft beer wave. Facing pressure from luxe players on one hand and challenged by craft offerings on the other, Ketel had to find a way to change the game.

One Story

Vodka brands tended to play by some predictable rules in their communications. Premium players emphasize their nightclub credentials, craft players playing up folksy and familiar angle, both show off their tasting competition medals. We wanted the brand to present itself in a way that was as charmingly disruptive as the brand’s creators. So the Marvelous world was born.

Many Voices

The Marvelous world concept creates an infinite canvas. The simple line-drawn style and vibe easily adapts to different placements and is expressed across multiple films, outdoor and social executions, inviting people to enjoy a different kind of cocktail occasion, with a superior kind of vodka. Ease of customization means the Marvelous world comes to life in events and experiences that capture the attention and affection of drinkers as well as the all-important bartender community. The campaign launched in the Emmy’s and will roll out across the rest of the world this fall.

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