Dutch Barn Vodka, supported by Ricky Gervais, is launching a new omnichannel campaign aimed at raising public awareness, which includes the reveal of a redesigned corporate logo.
The campaign, which kicks off this weekend, will highlight the vodka brand’s new “Positively different” motto and present Dutch Barn as a force to be reckoned with in the British vodka market.
Though the original hero piece, which features Gervais clutching a glass of Dutch Barn and the words “One day, you’ll be underground for good,” is banned by TfL, the creative is not without controversy.
“We think there is a risk that this may be construed as implying that because life is short, one might as well drink, potentially to excess,” TfL said in a statement confirming that it has rejected the proposed advertisement.
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The multimillion-pound campaign will target on consumers outside of the home, with assets placed in strategic locations such as major London transportation and food hubs, as well as the brand’s home base in Yorkshire.
We think that vodka has had a mediocre bar for far too long. According to Ross Haddow, CMO of Ellers Farm Distillery, “our goal is to get people excited about vodka and show them how good it can actually be.”
Since the beginning, Dutch Barn has taken a different approach to everything. Everything from the production process to the procedures we follow at our distillery to the packaging we use is counter-category, but it is done so with good intentions. In addition to having a little fun, we want to upend the category.
The creative will expand upon Dutch Barn’s wildly successful run of humorous low-budget advertisements starring co-owner Ricky Gervais that have previously been released over the previous six months.
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