According to PR Newswire, Ketel One has unveiled their new “Gentlemen, This is Vodka.” advertising campaign. The new campaign features a strong digital component, out-of-home and print advertising, and three new television spots appealing to the sophistication and camaraderie shared between modern Ketel One customers.
The campaign portrays gentlemen and their friends during realistic and responsible drinking occasions by utilizing the creative talents of three artistic forces. With the guidance of Joe Chicarelli, famed music producer and Brooklyn-based band Alberta Cross, the ads will be debuting a new single entitled “Money for the Weekend.” It will appear in all three of the TV spots and will be featured on the band’s upcoming album, scheduled for release later this year.
“We were really honored to be chosen for the new Ketel One campaign,” said Petter Ericson Stakee, lead singer of Alberta Cross. “Ketel One has always been one of our top drink choices on the road, so it’s fantastic to feel the mutual love. The ‘Gentlemen, This is Vodka.’ campaign has been an incredible way to launch or next album and we couldn’t be more grateful to have been a part of the entire experience.”
The three part series portrays a remarkable night out amongst friends beginning with a private concert at an exclusive underground club. The second spot takes place following the performance, showing the shared solidarity between the group as they enjoy an intimate gathering at a fashionable residence before ending the night responsibly with a taxi ride home in the final ad. The music by Alberta Cross provides a refined quality and contemporary style familiar to the Ketel One lifestyle.
“We are extremely excited to feature these artists who demonstrate the distinct values of Ketel One and its presence in the vodka category,” said Ed Bello, Brand Director of Ketel One Vodka. “The new campaign utilizes each party’s talents to convey a world of substance, character and style that will easily relate to the modern Ketel One consumer while personifying the authenticity of the brand, which is rooted in 300 years of family tradition.”
The campaign launches nationwide with broadcast spots airing on networks including ESPN, Comedy Central, and Discovery Channel. Out-of-home ads will appear in major metropolitan cities including New York, Houston, and Cleveland. Digital advertising will reach consumers through online media such as Hulu and CNN.com. The total spend will be $9MM from May to September 2011.
