at the intersection of brands, media and culture

Reaffirming Advertising: Understanding Ketel One

In advertising, agency, Branding, Brands, Consumers, marketing, strategy on January 18, 2008 at 9:35 am

ketel one

Originally uploaded by distillerymedia

I’ll go ahead and say it– I love Ketel One advertising. Not all people do.
The Washington Post asks, “the most urgent question raised by this campaign: What can be done to make it stop?”
Others use it as an opportunity to vent childhood resentments and showcase the general lack of love in their lives (yes, I’m talking about you CopyRanter). But I think they’re all missing the point.

First of all, sales of Ketel One are up, which is the true test. Secondly, its drinkers tend to be extremely loyal relative to other vodka drinkers (Grey Goose aside). And I think that is really what this campaign is all about: creating brand loyalty.

The Ketel One and M&C Saatchi advertising teams have created work that is subtle, sophisticated and applauds its audience for its good taste. In an age where so much advertising screams its way across every possible medium to get attention, it’s refreshing to see a brand that spends its ad dollars not on shameless promotions but on reaffirming its audience each and every chance it gets.

  1. I’m don’t really hate the campaign THAT much, dude. copyranter’s a CHARACTER…get it?
    Also, I have very loving parents and a wonderful girlfriend. But you keep making suppositions about complete strangers…that’s smart strategizing!

  2. I was just trying to give your “character” a back story and a bit of history, think Batman of copywriting.

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