US: Diageo launches Ketel One campaign
Author: just-drinks.com editorial team | 22 May 2009
Diageo and the Nolet family have launched a US$12m advert campaign across the US for the Dutch premium vodka Ketel One.
Using the slogan, "Gentlemen. This is Vodka", the campaign marks Ketel One's first foray into national television adverts, which will air alongside out-of-home and digital ads.
Created by Grey Worldwide, the campaign is targeted at men and emphasises the brand's premium credentials with an upper class setting.
The campaign launched in the US on 15 May, with broadcast spots on networks including ESPN, Comedy Central and The Discovery Channel. Digital advertising will have a wide reach through hulu, MSN and The New York Times, while customised out-of-home ads will be executed in major metropolitan cities including New York City, Los Angeles, Miami and Chicago.
In February 2008, Diageo and Ketel One owner, the Nolet family, agreed to form a new 50/50 company that would own the exclusive global rights to sell, market and distribute the vodka. Diageo paid US$900m for a 50% stake in Ketel One, which was first distilled in the Netherlands 300 years ago.
Sectors: Spirits
Companies: Diageo
View next/previous articles
22 May 2009 -
Currently reading -
US: Diageo launches Ketel One campaign
22 May 2009 -
22 May 2009 -
Related research
Global market review of vodka – forecasts to 2014
With over 40 data tables providing total consumption volume for all major markets and brands, this latest edition of our popular global market review of vodka provides an excellent overview of the historic, present and future market for the sector. T...
Vodka leads the UK spirits market in both sales and growth rate, surpassing Scotch whisky in 2007, with sales rising by 29% in volume to 79 million litres and 20% in value to over £1.8 billion between 2003 and 2008....
The recession is driving some subtle, and not so subtle, changes in consumer behavior. Indeed, in virtually every category of consumer packaged goods, evidence of lifestyle change and adaptive behavior can be observed....
There are currently no comments on this article
Be the first to comment on this article