How do you make one billion dollars? Start with a vodka brand. One that’s been in the same family for ten generations.

Next, find out what everyone else is doing. And do something different. Dear Ketel One Drinker - A series of very strongly branded messages to Ketel One drinkers. Make it fun. Make it contextual. Make it relevant. And keep the campaign consistent. Then watch sales grow dramatically. And sit back and wait for someone to pay you $1,000,000,000.

Legacy Idea and Results

The campaign delivered a 50% increase in brand awareness, with sales growth outperforming the category by 150%.

In an interview in the Wall St Journal, after the successful sale of the brand to Diageo, Carl mentioned how he cried when he saw the first ad, “Dear Ketel One Drinker. Thank you.” He realised that he could build customer loyalty and attract new drinkers. And build a brand that Diageo would value at $1billion.