Pure as the Tetons

Audience Development|Brand Awareness|Brand Building|Digital Traffic

Blue Ice Vodka is the lowest-calorie, 80-proof vodka in the United States’ marketplace. After the launch of its potato version, the company released two other low-calorie vodkas, including its organic wheat and huckleberry flavor. The products are non-GMO, gluten-free and have no sugar added.

50+

markets penetrated

60%

year-over-year increase in website traffic

50+

percent increase in year-over-year sales

When we first engaged with Branded, I presented the team with a challenge: our marketing needed to help us sell more cases of Blue Ice. We had a great product but needed to strike a different chord with consumers in order to grow. The Branded team re-engineered our brand by leveraging our differentiators to help Blue Ice stand out in a crowded space, identified media channels to help proliferate that message and developed a content strategy that increased brand engagement and web traffic. It all resulted in substantial year-over-year growth and accomplished our initial goal of selling more cases.

TOM GIBSON

PRESIDENT

Challenge

With very little brand awareness nationally, Blue Ice Vodka gave The Branded Agency a blank canvas. The account team was tasked with rebuilding the brand, developing campaigns and overhauling the brand pillars communicated in sales meetings across the country. The aim was then to take that messaging and identify appropriate marketing channels for its distribution.

Strategy

The account team rebranding the product with the moniker “Pure as the Tetons,” an homage to the Idaho mountain range Blue Ice sources the glacier water used in its vodka and the location of its distillery. Drafting on that to develop concepts and campaigns that would resonate with consumers, the account team engaged in a wide cross section of marketing tactics including earned media, influencer relationships, targeted ads, connected television partnerships and out-of-home advertising.

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