Patrick Schwarzenegger fronts Ketel One’s daytime campaign
Diageo’s Ketel One Vodka brand is embracing daytime Martinis in its latest campaign with spirits advisor and actor Patrick Schwarzenegger.
Titled ‘The Spirit Advisor’s Day Off’, the new campaign brings Ketel One outside where it embraces a shift towards social occasions that occur in the day, and positions the Martini as the ‘ultimate summer drink’.
Jessica Rawlins, brand director at Ketel One, explained: “Cocktail culture continues to evolve as consumers embrace Martinis across more occasions, especially during the daytime.
“Vodka cocktails like the Espresso Martini and Dirty Martini are increasingly appearing in brunch conversations, with vodka mentions in these settings up more than 400% [data from Ground Signal’s Vodka Insights: Versatility Fuels On-Premise Consumption report, October 2025].
“The Tomatini naturally completes the campaign, emerging as a fresh take on the classic Bloody Mary serve, especially timed to the warmer season ahead.”
Schwarzenegger, who took on the spirits advisor role at Ketel One in 2024, is seen in the advert going through a day described as ‘truly made to cocktail’.
The White Lotus star kicks things off with a weekend brunch spread and Tomatinis, follows it up with a leisurely round of golf and an Espresso Martini, and then turns cancelled afternoon plans into poolside lounging with a Dirty Martini, which Ketel One said ‘underscores moments of relaxation that define a perfect day off’.
The shift in occasion for the vodka brand comes as warm weather approaches, where more time is spent outdoors and socialising naturally happens beyond the evening hours.
Schwarzenegger said: “In my time as Ketel One’s spirit advisor, I’ve learned that the right cocktail can instantly set the tone for any moment.
“This has been one of the most exciting seasons of my life, from film and TV projects to personal milestones, and the busier things get, the more important taking a break becomes.
“I am so excited to work with Ketel One on a campaign that ditches the schedule to enjoy a day off that’s all about great company and a perfectly crafted Ketel One Martini.”
In other Ketel One news, Diageo released a Lemon Drop Martini ready-to-serve product for the brand at the end of last year.
In the first half (H1) of its 2026 fiscal year, Diageo’s vodka portfolio – which includes Smirnoff – saw net sales dip by 3%.
New CEO Sir Dave Lewis, who commenced the role on 1 January 2026, said Diageo will target the mass market.
You can watch Ketel One Vodka x Patrick Schwarzenegger’s day off below:
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