Ketel One Vodka was losing touch with millennial drinkers, who described it as a quiet brand they respected but knew little about. The brand’s previous campaign used an image based, lifestyle approach, which was less suitable in a market where authenticity was at a premium. We therefore refocused the brand to tell Ketel One’s own authentic story in a way that would stand out from the category of superficial brands, like Grey Goose, Belvedere, Absolut and Svedka. 

The “Our Life’s Work” idea champions those who dedicate their lives to grand goals, bigger than themselves and provides a platform to tell the story of one family pursuing distillation excellence for 10 generations. This story was then told online, through PR and via long and short form films. To coincide with the Nolet family’s 325 year anniversary the brand released a limited edition commemorative bottle inspired by the copper pot which produces Ketel One and held a special event at the distillery in Holland, where the trade and consumers were invited to join the family in celebrating their hard work.