Ketel One

Objective

Possibly the most distinctive ad campaign in the alcohol industry, and definitely in the vodka industry thus far, Ketel One represents simplicity to its core while undeniably attracting the reader's attention. Be it in Travel & Leisure or Vogue, no matter who the reader Ketel One has an attention grabbing style. A blank page with a simple message is how Ketel One chooses to promote its product. Seen below are a variety of these ads-all with their own unique message.

Always quirky and creative, the Ketel One's messages seem to compliment the Ketel One drinker while complimenting their product as well.

Even a non-Ketel One drinker would most likely be able to recognize even the font that their ads use--distinct and memorable. Ketel One chose a different path then most alcohol advertisements, rather then shower the viewer in senuous images, Ketel One chose a blank white page with a line of text--that's all. Never anything more, never anything less, Ketel One truly stands out on its own, something arguably above its competition. Ketel One boasts a smooth tasting vodka, with almost no taste at all, which attracts many drinkers (http://www.alcoholreviews.com/SPIRITS/polishvodkas2.html).

Subjective

While the ads are unique, Ketel One's approach doesn't impress me all that much. Sure, their ads are one of a kind, but they seem to be lacking the appropriate effort and ad should put forth. Though they do capture the readers' attention I question whether the message that they have is strong enough. It's disconcerting because I'm sure they have a great product, but some find their ads to be a bit pretentious and are turned off to the product. I have to say though I'm not sure what suggestions I would make to them, they do have such a recognizable style. Overall, I'm just content with these ads, not really pleased and blown away, but not ready to totally bash them. Undoubtedly in the future I will post about Ketel One again because of their prevalence in the alcohol advertising world, the examples given were only a few compared to the majority of other ads they have run.

Pictures from T&L Nov 2006 and Vogue Jan 2007 also found under Google Images