Downunder Vodka On-Premise Promotion
Client: Independent Distillers, USA
Role: Creative Direction, Graphic Design
“Working with Quentin was an absolute blessing. He systematically impressed our senior management team with his creative talent and ability to harness every project we worked on. Years later, I often find myself thinking about the memorable programs he delivered - sincerely, he blew me away.” — Kathryn Walters, Global Marketing Executive
Introduction of Brand
Bottled in Melbourne, Australia, Downunder Vodka was fully imported into the United States and marketed at domestic prices. The vodka represents the essence of Australian life; free spirited, easy going, and heaps of fun. Unlike other vodkas, Downunder is triple distilled from Molasses making it distinctive and unique. The launch of the adult beverage capitalized on the growing consumer demand for imported vodkas, as well as the current appreciation for good quality Australian products. Consumers demand authenticity and with the brand’s spirited themes of fun and uninhibited adventure, Downunder brought the true spirit of Australia to American drinkers. Downunder was distilled for the adventurous spirit drinker who lives for the good times.
The Challenge
There was a crucial need to establish Downunder Vodka among the best vodka brands while differentiating itself. One particular tactic Independent Distiller USA’s marketing director chose to invest in was an on-premise sweepstakes promotion where consumers could register for a chance to win a trip for two to Australia. The creative challenge was to develop a comprehensive set of materials to increase product awareness and trial among the target market. The design was to support the playful theme of Australia being the “World’s Biggest Island” without being overly “Aussie” resulting in being perceived as a gimmick.
Two-sided table tent.
The Promotions
The promotion was available at casual dining restaurants and bars across the United States. Our answer to the challenge was to influence consumers through a set of five touchpoints, all within a single visit. First, the individual is welcomed by a static cling on the establishment's door, followed by a banner inside the entryway, then the host or hostess and waitstaff greets them wearing a promotional button. When the customer is seated, they come into contact with a table tent and coasters that advertises the promotion along with recommended cocktails to drive trial of the product. I designed each of the promotional components to have a similar theme, including a custom promotion logo, and a consistent message.
Waitstaff button.
Coaster with unique diecut.
Skill Set
Skill sets employed throughout the Downunder Vodka promotional campaign includes graphic design, creative direction, and print production management. Technical programs used to build the creative are all Adobe Creative Cloud products, InDesign, Illustrator, and Photoshop.
Two-sided banner for restaurant lobby.