Launching Ketel One Botanical into the Australian market

Ketel One Botanical is a new spirit based drink made from vodka distilled with botanicals and infused with natural fruit essences. Launching in Australia in late 2019, just in time for summer, it has a lower ABV of 30%, no artificial flavours, and only 50 calories per serve.

Birds eye view of Bondi Icebergs
Brief.

Example was invited to deliver a PR campaign to launch Ketel One Botanical in Australia, placing the brand directly into Australian culture, driving interest in a credible and engaging way and amplifying brand activations at two venue partners - Icebergs Terrace x Ketel One Botanical and the Ketel One Botanical take-over at the Arbory Afloat

Solution.

Example created a phased PR and influencer strategy which started with a trade engagement piece. We were granted access to Bob Nolet (from the Nolet family of Distillers who founded Ketel One vodka), and placed trade media print, online and broadcast interviews with the likes of Drinks Trade and National Liquor News to discuss the product and showcase its key selling points to the trade industry.

To launch the beverage to consumers, Example used the venue partnerships as a media-hook, hosting two incredible media and influencer launch events at each venue. This allowed key media and social media targets to sample the new product and share with their audiences. In addition, Example compiled and distributed electric imagery and engaging media materials to events and lifestyle media announcing the launch of new Ketel One Botanical as well as the on-premise collaborations securing coverage with titles such as Broadsheet, Concrete Playground, Delicious, Sunday Telegraph, Boss Hunting, and Body+Soul.

Crowds on the Icebergs Terrace
People posing for a photo in front of the horizon
A waiter brings around food to a waiting table
Ketel One Invite Icebergs
M+
AUDIENCE REACH
M+
SOCIAL MEDIA REACH
INFLUENCER POSTS
PIECES OF COVERAGE SECURED

“Well done for smashing the Botanicals KPIs. Great work leading into and delivering our launch! You all turned that around quickly, everyone’s hard work and attention to detail has given us a great kick start.”

- Emily Wheldon, Diageo

Example acknowledges the traditional custodians of the land on which we work, and we recognise their continuing connection to land and culture.

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Brisbane, QLD 4006, Australia
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