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Overview
The attention-grabbing, award-scoring "You, Unbottled" campaign gave a new generation of women a brand to rally behind - and introduced them to Van Gogh BLUE, the only premium triple wheat vodka guaranteed to be smoother than all the men they meet out at the bars.
With stereotype-shattering creative and a fully integrated media plan, the brand quickly caught the eye of their sassy, underserved market (as well as The New York Times) and began making Van Gogh BLUE the preferred vodka of ladies’ night.
The shockingly honest lines and bold visuals cut through the clutter and spread faster than celebrity gossip. The ads drove consumers to the brand’s Facebook page for cocktail confessions and delicious drink recipes.
Pretty soon, women were following the brand on Facebook and Twitter @VanGoghBLUE to show their support and engage in the always-entertaining weekly unbottling sessions.
Event
We set out on a mission to help women unbottle and live life to its fullest (martini). And spent the summer hosting and sponsoring unforgettable events in New York, Chicago, Atlanta and Denver.
From rooftop happy hours to pin-up themed parties to wild girls' nights out, we made sure every girl's "first time" with Van Gogh BLUE was as unique as the vodka's silky, smooth taste.
Mobile
We wanted to get a strong buzz going for this unknown brand, so we launched a Never Have I Ever poster campaign that had a mobile component bound to get the cocktail confessions pouring out.
Like a faux mobile-drinking game, women confessed to dirty deeds by texting “DRINK” to 61211. They were then rewarded with verbal high fives and drink ideas that got Van Gogh BLUE on the tip of ladies’ lips — and walking straight to the bar to order one.
Digital
At first, women stopped by the Facebook page to unbottle weekly confessions and find tasty drink recipes. But then Facebook ads and web banners gave them another reason when they announced Van Gogh BLUE’s Cocktail Confessions Contest.
Women were flocking to the page daily to fill out another funny "Gab Lib" and enter for the chance to win the ultimate girls' night in dinner for 25 with celeb chef (and total charmer) Jon Ashton. And to learn about the vodka brand that talked to women — like women.
