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Ketel One offers a tipsy take on its quest for vodka perfection in this new campaign from Barton F. Graf.
The work consists mainly of self-consciously wacky "training videos," purportedly aimed at the next generation of the Nolet family, distillers for 325 years.
"Millennial consumers are looking for brands that have authentic stories and substance," Carl Nolet Jr., executive vice president of Ketel One, tells AdFreak. So, Ketel One is taking a page from whiskey advertising's playbook in order to relate to young adult consumers through tales of tradition and legacy.
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