KETEL ONE
In 2008, Diageo invested $900 million in a joint venture with the owners of Ketel One Vodka. After a sluggish first year, it became clear the brand needed a repositioning — one that could unlock stronger returns and cultural relevance.
We developed a strategy that addressed a clear blind spot: while vodka had retained a strong male consumer base, the rise of super-premium brands had reshaped the category’s identity — positioning vodka almost exclusively as a female-forward spirit.
The opportunity was hiding in plain sight.
We created the “Gentlemen, This Is Vodka” campaign — a bold repositioning that framed Ketel One as the vodka of choice for men with taste, substance, and self-possession.
The campaign launched in June 2009 and delivered a 53% increase in sales in its first three weeks. Sales stabilized at a 38% gain over the following year.
We developed a strategy that addressed a clear blind spot: while vodka had retained a strong male consumer base, the rise of super-premium brands had reshaped the category’s identity — positioning vodka almost exclusively as a female-forward spirit.
The opportunity was hiding in plain sight.
We created the “Gentlemen, This Is Vodka” campaign — a bold repositioning that framed Ketel One as the vodka of choice for men with taste, substance, and self-possession.
The campaign launched in June 2009 and delivered a 53% increase in sales in its first three weeks. Sales stabilized at a 38% gain over the following year.