Dutch Barn, the Vodka brand backed by comedian Ricky Gervais, has debuted a new visual identity as part of a multi-channel ATL campaign to drive consumer awareness.
Leading with their new tagline ‘Positively Different’, the refreshed creative positions Dutch Barn Vodka as a maverick British brand that is set to shake up the vodka category, highlighting its refreshing tone of voice and sustainable credentials.
Amongst the updates is the addition of three new key colours that represent the unique production methods of the Vodka, as well as a new leading typeface and a curving shape inspired by the York-based distillery’s distinctive dutch barn design. Some designs also feature co-owner Ricky Gervais to tap into his audience and further increase brand awareness.
“For too long, we believe that the bar in vodka has been pretty average. Our mission is to show everyone how good vodka can actually be and get them excited about it,” said Ross Haddow, Chief Marketing Officer at Ellers Farm Distillery.
“Since day one Dutch Barn has approached things differently – from how it’s made, the processes we follow at our distillery, down to the packaging we show up in – it’s all counter-category, but done with positive intent. We want to shake up the category and have a bit of fun at the same time.”
The out-of-home activity is the start of a multimillion-pound campaign investment for the brand following the launch of its first TV ad earlier this summer. Posters will appear throughout the brand’s heartland of Yorkshire as well as in London, at key commuting spots and close to grocery outlets where Dutch Barn Vodka is stocked. It currently has UK-wide distribution deals with Sainsbury’s, Costco, and Morrisons, and regional deals with Tesco. This will be supported by a targeted digital and social media campaign to showcase its new content with Ricky Gervais, as well as experiential sampling around Yorkshire and London to further drive visibility.
