SVEDKA Vodka is an industry icon that continues to evolve. After successfully helping our long-term partner expand into the competitive ready-to-drink category, we worked with them to launch their first vodka brand extension: SVEDKA Rosé. We concepted, designed, and produced packaging for the product, and developed a strategy for go-to-market at off-premise, launched nationwide in February 2019.
Bringing this brand extension to market required a robust strategy that would educate consumers about the relatively new world of rosé vodka, attract wine enthusiasts as well as vodka loyalists, communicate that Rosé is from SVEDKA, and provide consumers with insight on how to consume the product and how the product is made.
Our design for the SVEDKA Rosé bottle is both a bold departure and a loyal reinterpretation. Fearlessly, the brand approved the removal of ‘SVEDKA’ from its iconic white band, which we replaced with ‘Rosé’ in hand-drawn script. SVEDKA branding moved down on the bottle, and is now locked up with the word ‘VODKA’ to help consumers understand that this bottle of rosé belongs in the spirits aisle. Meanwhile, premium rose gold metallics infuse the bottle with the air of a fashion accessory, and compliment the beautiful liquid color resulting from the blend of vodka and actual rosé wine.
Working in close collaboration with Constellation Brands and SVEDKA team leaders, we paid off the overall tone of the Bring Your Own Spirit masterbrand campaign to capture new audiences and offer loyal followers something fresh and provocative.
We are experts at navigating the unique communication challenges inherent to retail, but since this project was a hybrid of wine and vodka categories, we considered additional communication priorities. Ultimately, we landed on a headline that strategically educates consumers on the specifics of the product (it’s vodka that looks like wine), while remaining true to the tone of the new ad campaign. “Vodka with a wine fetish” runs in bold black type and tosses away the delicate, frilly expectations of traditional rosés.
From the redesigned bottle to the packaging, posters, and in-store displays, our creative for SVEDKA Rosé commands attention and encourages consumers to engage. This holistic approach utilizes the innovative product as a canvas for a thrilling expansion of SVEDKA’s aesthetic. By harnessing the momentum of rosé and leveraging the brand’s vibrant new platform, SVEDKA Rosé engaged a broader, more gender-neutral legal drinking age millennial audience — and enthralled the SVEDKA brand team.