DEEP EDDY VODKA

Creative Platform

This is about owning your truth and putting an entire category on your back.

Vodka is made to go unnoticed, but the entire category was being flat out forgotten. Amid evolving drinking habits, people were being wooed by the more “complex” spirits. So as we worked to build the Deep Eddy brand, we had to also remind people of vodka’s greatness.

Context: Vodka had an identity crisis. Sure, it’d left the overly-sexualized, velvet rope 2000s nightclub, but it never came down to earth. It was still all over-stylized, costume glam, a bit pretentious and anything but relatable.

Our Truth: Authenticity isn’t for faint of heart. Fake is easy, but real … that takes work. Real is rare. Real is courageous. Real is contagious. And all the best things in life are free real.

Strategic POV: Real is where it’s at

Creative Platform: VODKA IS FOR FUN

(No realer story has ever been told about a category that so desperately needed one.)

Brand Hero

Product Spotlights

RTD Launch

More Fun Things

Austin OOH

Impact/Results

In the first six months after launch, unaided brand awareness increased — measured via a System1 brand health tracker.

Throughout the first year of launch:

  • 12% increase is Google search activity

  • 12% increase in NEW visitors to deepeddyvodka.com

  • 4% increase in social mentions

Reported 10.5% increase of depletions in Q1 2024 over Q4 2023 — accomplishing the goal to get people interested in and buying Deep Eddy before its natural summer selling season..

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