Ketel One® Vodka Launches New National Campaign

Ketel One® Vodka Launches New National Campaign

Three New TV Spots Directed by Academy Award Nominee, David O. Russell and Featuring Brooklyn-Based Band, Alberta Cross

NEW YORK, May 16, 2011 /PRNewswire/ --Ketel One, a super-premium vodka produced in Schiedam, Holland, is proud to unveil the new "Gentlemen, This is Vodka." advertising campaign, launching today. The new activation features a strong digital component, out-of-home and print advertising, and three new television spots appealing to the sophistication and camaraderie shared between modern Ketel One consumers.

Created by Grey Worldwide, the campaign portrays gentlemen and their friends during realistic and responsible drinking occasions by utilizing the creative talents of three artistic forces. With the guidance of famed music producer, Joe Chicarelli, Brooklyn-based band, Alberta Cross, developed a new single debuting in the ads. The track, entitled "Money for the Weekend," will appear in all three of the TV spots and will be featured on the band's upcoming album, scheduled for release later this year.

"We were really honored to be chosen for the new Ketel One campaign," said Petter Ericson Stakee, Lead Singer of Alberta Cross. "Ketel One has always been one of our top drink choices on the road, so it's fantastic to feel the mutual love. The 'Gentlemen, This is Vodka.' campaign has been an incredible way to launch our next album and we couldn't be more grateful to have been a part of the entire experience."

Further emphasizing the commercials' modern appeal, David O. Russell, director of such blockbusters as Three Kings and The Fighter, used his theatrical vision to film the three broadcast spots, portraying true friendship during a memorable night out. Demonstrating ingenuity in his advertising directorial debut, Russell used his renowned talent behind the camera to recreate genuine occasions typical of the Ketel One consumer. True to his personal method and form, Russell shot each ad on-site in the Hollywood Hills and used unique camera angles and stylized color in the final edit. The result is a high-quality interpretation of Ketel One vodka and the people who enjoy it.

"The shoot was really alive and fun for me," said David O. Russell. "It felt real and like a fun night, with a really good band and a lot of fun people. It felt cinematic. And that's how the ad feels."

The three part series portrays a remarkable night out amongst friends beginning with a private concert at an exclusive underground club. Following the performance, the second spot shows the shared solidarity between the group as they enjoy an intimate gathering at a fashionable residence before ending the night responsibly with a taxi ride home in the final ad. The music and appearance by Alberta Cross provides a refined quality and contemporary style familiar to the Ketel One lifestyle.

"We are extremely excited to feature these artists who demonstrate the distinct values of Ketel One and its presence in the vodka category," said Ed Bello, Brand Director of Ketel One Vodka. "The new campaign utilizes each party's talents to convey a world of substance, character and style that will easily relate to the modern Ketel One consumer while personifying the authenticity of the brand, which is rooted in 300 years of family tradition."

The campaign launches today in the United States with broadcast spots airing on networks including ESPN, Comedy Central and Discovery Channel. Complimenting the television activation, out-of-home ads will appear in major metropolitan cities including New York, Houston and Cleveland and digital advertising will reach consumers through online media such as Hulu and CNN.com. The total spend will be approximately $9MM from May to September 2011.

For more information about Ketel One vodka and the new advertising campaign, visit the Ketel One Page on Facebook at www.facebook.com/KetelOne.

ABOUT KETEL ONE(® )VODKA

Ketel One(®) vodka is a vodka rooted in authenticity, crafted honoring tradition and sophisticated in taste. Ketel One vodka is produced by the Nolet family in Schiedam, Holland, who has been distilling fine spirits for 10 generations. Ketel One is produced from the finest quality wheat. The super premium vodka is crafted from small batches using traditional copper pot stills including the original copper pot still "Distilleerketel #1" after which Ketel One is named.

In 2008, the Nolet Group and Diageo announced that they had completed a transaction to form a new 50/50 company called Ketel One Worldwide B.V. to own the perpetual exclusive global rights to sell, market, and distribute Ketel One vodka and Ketel One Citroen vodka. In 2010, Ketel One Oranje was launched. The Ketel One brand is owned by Double Eagle Brands N.V.

ABOUT DIAGEO

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

Celebrating life, every day, everywhere.

SOURCE Ketel One Vodka

Ketel One Vodka

CONTACT: Hunter Public Relations, Vanessa Polk, vpolk@hunterpr.com, +1-212-679-6600 x272

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