• by Fern Siegel , March 3, 2023

NÜTRL Vodka Seltzer has debuted its first national campaign: “NÜTRL. The One with the Umlaut.”

The Martin Agency creative features “Saturday Night Live” star Chloe Fineman as Gunter, a vodka seltzer sommelier and the brand’s spokesperson.

The beverage, a combo of vodka, seltzer and real juice, is part of the Anheuser-Busch brands. The product, which debuted in October 2021, is made without added sugar and contains 100 calories.

Fineman said she had fun “working with the team to bring to life this wacky yet instantly lovable vodka seltzer enthusiast.” She and her writing partner, Casey Thomas Brown, also contributed to the spots.

Ads are here and here.

“It’s no secret that consumers are moving away from over-engineered and over-complicated products, but instead are prioritizing quality and taste," said Marisa Siegel, vice president of marketing for NÜTRL Vodka Seltzer.

The integrated campaign includes connected TV, digital, OOH, social, radio and retail and runs through 2023. Four 15-second spots and 6-second spots highlight a flavor within the brand’s portfolio, including pineapple, watermelon, lemonade and cranberry.

Mike Kelley, senior vice president/group creative director, The Martin Agency, told Agency Daily the campaign wants to ensure "Nütrl is “a name every legal-drinking-age adult knows and loves.”