THINK A first-ever vodka made from the hearts of sugar beets was making its debut in the overly saturated spirits market. Thirsty for a refreshing opportunity to captivate both shelf and taste appeal, we set out to brand a vodka rooted in reality and designed for an appreciative audience.
MAKE Distilled to its purest essence, we positioned a brand that articulates the pioneering spirit of this original vodka. Further, we framed its attributes — simple, sincere and social — to give us legs to build the brand. We named it BET to honor its sugar beet source and created a well-strategized launch.