KETEL 1, founded in 1691, is one of the oldest family-owned businesses in the Netherlands. Their premium class jenever is known the world over and brewed to this day in kettle number one, in Schiedam (just outside of Rotterdam).
To strengthen their position as one of the top jenever brands and introduce it to new audiences, KETEL 1 turned to Das Buro for some serious strategy. Cheers guys!
Introducing jenever to a new audience in a very crowded market is not an easy task. Research shows a huge gap between the current customer and the target audience. Jenever is simply not a drink many younger people even consider.
We had to rethink the positioning of the brand KETEL 1 as opposed to the drink (KETEL 1 Jenever). At the same time, the current audience of pure jenever drinkers should still feel connected to the brand. To bridge the gap, while connecting the audiences and the brand to its roots, we developed the ‘1 for all’ strategy.
To build a stronger mental availability, we focused on creating a set of distinctive assets to grow brand recognition. The 1, a clear reference to the distillery kettle 1, is the main focus for the ‘1 for all’ campaign. The 1 connects the various campaigns and messages to the KETEL 1 brand.
We chose to introduce the KETEL 1 brand to our new target audience through a vibrant mix of “Pinkyrose” lemon syrup and sparkling water, called hard lemonade. Strongly focusing on availability in clubs and bars, backed by long and short-term local and national advertising, PR and spontaneous activations at outdoor bars.
The Meervaart is a local theatre in Amsterdam-West, where new stories are shared by a culturally diverse audience. It’s the place where the audience, the makers and the talent meet and feel at home. Where young people from four to 24 can explore their skills and be inspired. It’s also an inspiring space for meetings and conferences too.
Our task: to combine the four divisions (Theatre, Meetings & Events, Young and Studio) into one brand identity. One identity that appeals to all these very diverse target audiences.