Saturday, June 11, 2011

Vodka case study

The account group at Fathom had some research that said people were sick of new vodka brands and all their B.S. advertising. So they decided that Boru would be the no-B.S. brand.

We loved it. And, as it turned out, Boru's main product attribute (apart from being from Ireland) is that it's triple-distilled. An attribute that helped us to latch onto the concept of "clarity" as sort of the anti-B.S. positioning. Once that was in place, the campaign flowed like a Boru-tini: Boruisms. Little gems of wisdom, aphorisms that represent "clarity from Ireland." So much fun to write.

The campaign was a blast to work on and it won a bunch of awards, got a lot of press, and sales went up nearly 500%.

Not too shabby. Here below is some of the work:

And here are some of the lines we put on coasters:

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