Creating a farm to cocktail category
A Taste of the Heartland Campaign
Go to the vodka section at your local liquor store and you’re bound to get overwhelmed. The category is extremely crowded. When TILL Vodka launched, they knew they had a better product. The challenge they faced was creating a story compelling enough to connect with consumers.
RESULTS
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+26%
Lift in social media ad recall
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11%
Of consumers visited retailer after seeing an ad
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4
Product launches in new states
HONORING OUR HERITAGE
After a year in market, TILL needed to evolve their super premium vodka brand and expand its reach. Our approach for them moving forward was to look back at their history. TILL is rooted in farm-fresh ingredients, heartland values, and Kansas pride. TILL defined what it meant to be farm to cocktail.
REIMAGINING OUR BRAND
MBB helped redefine TILL’s look and how it communicated across its marketing channels. We set out to connect with consumers who take pride in what they drink and value craftsmanship.
LOCALIZING OUR EFFORTS
From a big push with paid social to digital display, out of home and print, we localized our marketing efforts to connect with areas where TILL was either established or launching for the first time. The results added up as quickly as the accolades the vodka receives.
