Losing market share to Grey Goose, Ketel One, and Absolut, Belvedere needed a way to convince vodka drinkers to splurge on a more expensive, yet less top-of-mind vodka.
We tapped into a simple human truth - everybody has a little fancy in them. So, at a time when practical, economical living is held in such high regard, we celebrated unabashed extravagance, giving others permission to do the same.
IT'S OKAY TO BE FANCY.
ECD: John Boiler
CSO: Matt Jarvis
Creative Directors: Mick DiMaria & Justin Hooper
Strategy: Matt Johnson & Rachel Hom
Art Directors: Sarah Herron & Allison Hayes
Writer: Rebecca Ullman
Business Development: Rebekah Jefferis & Jenny Jones