Ketel One campaign focuses on family

Ketel One vodka has unveiled new virtual reality campaign, ‘You Don’t Understand, It Has To Be Perfect’ – a first glimpse at the “authentically Dutch and witty side” of the Nolet family.

The new campaign follows themes of family tradition, heritage and perfection

Developed in partnership with Barton F. Graf, Ketel One vodka’s new campaign consists of a series of eight humorous “training videos” directed by Canada.

The new campaign follows themes of family tradition, heritage and perfection aimed at bringing “its unrivalled family legacy and pioneering quality credentials” to consumers in a bold and engaging way.

Through virtual reality technology, users can also tour the famed Nolet Family Distillery, step into the streets of Schiedam, Holland and engage in an immersive cocktail demonstration narrated by master mixologist Dale DeGroff.

Carl Nolet Jr, 11th generation of Nolet Family Distillery, said: “Consumers don’t just buy what you do, they buy why you do it. Through this campaign and our new VR experience, consumers can now experience first-hand why Ketel One is made the way it is.”

“Lucky for us, we have a true story to tell about living up to a legacy, striving for perfection in every batch, and the pressure to please one’s family.”

“These motivations are universally relatable. My family and I are proud of what we have achieved over the last 325 years, but rest assured, we are just getting started.”

The “witty tone of voice, spirit of perfection and meticulous attention to detail” will inform all future initiatives for Ketel One vodka, including cocktail strategy, consumer events and bartender engagement.

Throughout the holiday season, more than 80,000 limited edition Ketel One VR viewers will be packaged with 1.75 litre bottles of Ketel One Vodka.

In November last year, the Nolet Family Distillery launched a limited edition Ketel One vodka bottle to celebrate the company’s 325^th anniversary.