Ricky Gervais-backed Dutch Barn Vodka is unveiling a refreshed brand identity as part of a new omnichannel campaign designed to drive greater public awareness.
Launching this weekend, the work will be centred around the vodka brand’s new ‘Positively different’ tagline and will position Dutch Barn as a disruptive force within the British vodka category.
The creative isn’t without controversy however, with an edict from TfL declining the initial hero work featuring Gervais holding a glass of Dutch Barn with the copy: “One day, you’ll be underground for good.”
In a statement, TfL confirmed it had asked Dutch Barn to make changes to the proposed advert, saying: “We think there is a risk that this may be construed as implying that because life is short, one might as well drink, potentially to excess.”
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The multi-million-pound campaign will have an out-of-home focus, with assets dotted around the brand’s Yorkshire heartland as well key commuting and grocery hotspots in London.
“For too long we believe that the bar in vodka has been pretty average. Our mission is to show everyone how good vodka can actually be and get them excited about it,” Ellers Farm Distillery CMO, Ross Haddow said.
“Since day one Dutch Barn has approached things differently – from how it’s made, the processes we follow at our distillery, down to the packaging we show up in – it’s all counter-category, but done with positive intent. We want to shake up the category and have a bit of fun at the same time.”
The creative will build upon the immensely popular series of comically low-budget ads featuring co-owner Ricky Gervais that Dutch Barn has already released over the past six months.