I-am Beyond

Brief

Ketel One, Diageo’s reserve Vodka brand, resonates it’s brand values of heritage, tradition and craftsmanship but approached ‘i-am’ Beyond to generate brand awareness below-the-line to elevate Ketel One to being ‘the most recommended vodka in the world’.

Solution

‘I-am’ Beyond worked with the global Ketel One team to identify a new target audience - the ‘Modern Craftsman’ and set about creating a strategy to connect with these key influencers and collaborate with them to create global ‘word- of-mouth’ recommendation for the brand,
As part of the integrated marketing camapign ‘i-am’ Beyond generated an series of events, ‘The Ketel One Sessions’, held in four fashionable cocktail bars all on one night. ‘i-am’ Beyond selected the most influential venues, twinning them with a select group of London craftsmen – artsists, writers, designers and mixologists who embodied the Ketel One values and came with a pre- requisite sphere of influence.

Results

The Ketel One Sessions acted as a catalyst for rolling out a UK specific Influencer Program - building recommendation by word-of-mouth for the brand on and offline.
‘i-am’ Beyond are currently working on the strategy for phase 2 to be rolled out across the UK in 2012.