Objective
Till Vodka challenged VMLY&R to launch their brand from the ground up. This was the very first start from scratch brand VMLY&R had the opportunity work on. With very few guardrails, outside of the standard alcohol requirements, we set our eyes on developing a strong strategic approach, crafting the brand voice and establishing the look and feel. Beginning with standing up a website, the brand then expanded into their social presence, out-of-home, point of sale, print material, apparel, radio spots, banner ads and paid media within four months.
Where you come from says a lot about you, and the same is true of our vodka. Made using the finest quality Kansas wheat, grown by hardworking Kansas farmers, our premium American wheat vodka represents the passion and honest values of the heartland from which it comes. The result is a uniquely smooth premium vodka. Distilled by the proud men and women of Atchison, Kansas. #PrideDistilled
Persona | The Tastemaker
When it comes to what we consume our tastemakers play a huge role in what we put in our mouth’s. It’s what drives most of their behaviors. The brands and things they love are badges of honor. They take pride in their roots, passions and beliefs and they surround themselves with the things they are proud of. And they love to remind themselves of that feeling.
So, who are the tastemakers? Millennials, 25-35, who care about the origins of the things they enjoy. They take pride in their roots, passions and personal beliefs. They demand transparency and increasingly expect more from brands. They appreciate the art of authenticity and experience. In their minds, experiencing new things is essential to living a full life. When it comes to what we put in our mouths, they are the “tastemakers.”
Credits.
Group Creative Director: Adam Seitz
Art Director: Kenzie Tubbs
Photography: VMLY&R Vault
Development: VMLY&R