Ketel One Vodka launched its "You Don't Understand, It Has To Be Perfect" campaign honoring family tradition, heritage and perfection, company officials say.
Developed in partnership with Barton F. Graf, Ketel One's new 360 marketing campaign represents a first glimpse at the authentically Dutch and witty side of the Nolet family. Speaking to the next generation of vodka distillers, the series of eight humorous "training videos" directed by Canada made its national TV debut on Monday, Nov. 21, airing on a number of networks. In addition to the reach Ketel One will garner through high impact TV, the films will live in digital, primarily on YouTube, Hulu and programmatically across the web. OOH and social media, principally Facebook and Instagram, will also serve as touchpoints for the campaign.
"We take our work very seriously, not ourselves," says Carl Nolet Jr., 11th Generation Nolet Family Distillery. "The stories we tell are all true and based on family events, beliefs and the pressure of upholding 11 generations of legacy for generations to come."
Family tradition, heritage and perfection are themes featured in the new campaign from Ketel One that sets out to bring its family legacy and pioneering quality credentials to consumers in a bold, engaging and distinctive way, company officials say.
"Consumers don't just buy what you do, they buy why you do it," Carl Jr. says. "Through this campaign and our new Virtual Reality experience, consumers can now experience first-hand why Ketel One is made the way it is." The category is saturated with products flaunting claims about how they are made. However, unlike Ketel One, very few have an authentic explanation for why they are driven to create quality spirits. "Lucky for us, we have a true story to tell about living up to a legacy, striving for perfection in every batch, and the pressure to please one's family," said Carl. "These motivations are universally relatable. My family and I are proud of what we have achieved over the last 325 years, but rest assured, we are just getting started."
The witty tone of voice, spirit of perfection and meticulous attention to detail will inform all future initiatives for Ketel One Vodka. This includes cocktail strategy, consumer events and bartender engagement. "We have always considered talented bartenders around the world part of our extended family," says Carl Jr. "As gatekeepers of the brand, bartenders have been vital in making Ketel One Vodka one of the world's most recommended vodkas, and we will continue to learn from them."
A new cocktail program, Perfect Pour, celebrates the great lengths and attention to detail bartenders demonstrate when using Ketel One. Blended together by a family of diverse bartenders, contemporary cocktail recipes inspired by tradition are at the heart of the program.
For many years, the Nolet Family Distillery has opened its doors to tens of thousands of visitors. "Seeing is believing," says Nolet Jr. "For anyone travelling to Holland, please come and visit us at the Nolet Family Distillery where Ketel One Vodka is made. It is a privilege to open our distillery doors physically and now virtually, inviting all to come see the care, attention and expertise fully on display."