Diageo has employed actor Patrick Schwarzenegger to front the latest marketing activation in the US for the Ketel One vodka brand.
Titled ‘The Spirit Advisor’s Day Off’, the campaign will hold a “social-first” position through an ad featuring Schwarzenegger. The actor first teamed up with Ketel One through a two-brand tie-up secured last year by Diageo – also including gin mark Tanqueray – for the latest season of TV drama The White Lotus, in which he appeared.
Led by videos on Ketel One’s Instagram and YouTube channels, the push also hosts “paid linear TV placements with AMC+” that commence this week. All creatives promote the brand’s use in martinis and link the serves to daytime consumption occasions.
“Cocktail culture continues to evolve as consumers embrace martinis across more occasions, especially during the daytime,” said brand director Jessica Rawlins. “Vodka cocktails like the espresso martini and dirty martini are increasingly appearing in brunch conversations … . The tomatini naturally completes the campaign, emerging as a fresh take on the classic Bloody Mary serve, especially timed to the warmer season ahead.”
Diageo handles Ketel One through a joint venture with the brand’s owner, the Nolet family.
Five months ago in the US, Sazerac Co acquired Texas-based Western Son Vodka and Distillery, including the latter’s range of small-batch vodkas and gin.
