• by Fern Siegel , May 6, 2024

Ketel One Botanlical is heating up summer with a new campaign, "Made to Cocktail."

The creative, by Alto New York, is running in print, out-of-home, social media and broadcast.

"Give me a summer that never ends and a cocktail with Ketel One Botanical," explains the beautiful women in the 30-second  and two 15-second spots. The ad's mood is stylish, a bit whimsical and high-end. Experiential activations and in-store and on-premise promotions are also part of the campaign's strategy.

Production company MJZ and director Fredrik Bond, who shot work for Apple, Levi’s and Schweppes, are part of the creative team.

"The new campaign is inspired by the feeling of frivolity that comes with lighter, longer days. Days filled with friendship, fun and flings,” Hannes Ciatti, CCO-founder at Alto, told Agency Daily. “We've captured the essence of summer indulgence, blending sophistication with spontaneity. It is a testament to Ketel One drinkers who are unapologetically themselves."

The vodka, infused with fruit essences, made its debut in 2018 targeting urban millennial women. The focus then – and now – is enhancing the cocktail experience. That means savoring all the elements: the setting, the people and Ketel One Botanical.

Botanical vodkas are made from plant-based botanicals and natural essences. Conversely, flavored vodkas can be loaded with artificial coloring and ingredients. Ketel One Botanical comes in varieties such as cucumber and mint, peach and orange blossom, and grapefruit and rose.

Ketel One is owned by Diageo, which has a liquor portfolio of more than 200 brands, including Johnnie Walker, Tanqueray, Captain Morgan, Crown Royal, Guinness and Smirnoff.