Ketel One is a premium Dutch vodka. Our task was to attract new drinkers without alienating its existing customers who’d ‘discovered’ the brand and given it cult status. The way we did this was by appearing to talk to its existing customers, whilst actually targeting new customers. The other big thing was that all the advertising in the category looked the same; big bottle shots or pictures of ingredients or fast lifestyles. We did something completely different – all type. Please note how heavily branded the work is without a pack shot or logo in sight. The One Brilliant Idea was: Dear Ketel One Drinker. The results? Brand awareness up 50%. Sales outperformed category by 150%. And Diageo bought the brand for a billion dollars. Not bad, eh?