Respirited campaign quips ‘This Vodka is Rubbish’

Sustainable vodka brand Respirited has unveiled its first out-of-home (OOH) advertising campaign, called This Vodka is Rubbish.

The campaign will launch on 22 April across London and will feature on high-definition and high-traffic digital sites, including Portobello Star and West London Towers. The advertising campaign will also span digital and social media.

The campaign was created by Otherway, with media buying by Squadron.

“Respirited is on a mission to change the world of vodka, for good,” said Harry Boothman, creative director at Otherway. “We wanted to create a range of noisy and attention-grabbing posters that would get everyone to sit up and take notice of this game-changing new product.”

London-based distiller Hayman’s launched the vodka in 2022, which is made from repurposed grain spirit from the distillery’s production process. Re-distilled five times, the vodka is then filtered through charcoal.

The vodka is packaged in 100% recycled glass, topped with a sustainable cork and compostable capsule. Its label has also been printed on recycled paper, altogether creating a ‘self-sustaining green energy eco-system’.

Miranda Hayman, co-owner at Hayman Distillers, said: “With premium vodka a growing category – mostly driven by gastro pubs and cocktail bars – the time felt right to create the best vodka for the world, by pioneering and innovating within our own ecosystem at Hayman Distillers.

“The response to Respirited has been overwhelmingly positive – a vodka that tastes great in drinks and is good for the world.”