Arnold, Sundsvall Sell Sophistication

Arnold Communications targets sophisticated drinkers and attempts to position Sundsvall superpremium vodka as a “mind-set” in a national print campaign.
Headlines present weighty topics for discussion, such as “To have a second child” and “Sir, I really love your daughter.” Such copy appears over elegant images of martinis. The tagline reads: “Vodka to be savored.”
Ads attempt to convey that Sundsvall’s complex taste makes the Swedish vodka the perfect beverage to enjoy slowly over a long conversation, said Arnold creative director Jay Williams.
The Boston agency wanted to establishing a more sophisticated “mind-set” for the brand, said Williams.