Belvedere Vodka Announces Unlearn / Relearn Campaign
Belvedere Vodka has announced an extension to its highly successful
Know The Difference campaign, titled
Unlearn / Relearn. This campaign encourages consumers to rediscover the flavor and taste of a high-quality vodka, while debunking myths that have previously surrounded the vodka category. Consumers have been misled to believe this clear spirit should be tasteless, colorless and odorless. In contrast, a high-quality vodka is one of the smoothest and best-tasting spirits when it uses the finest ingredients and hails from a long history of vodka making tradition. Belvedere Vodka is born of over 600 years of Polish vodka-making tradition.
Belvedere's Know The Difference campaign will educate consumers to take a stand and enable vodka drinkers to make an informed decision through the campaign's extension of
Unlearn / Relearn. Belvedere is excited to lead this movement for all vodkas of quality and substance with an extended campaign including TV and digital advertising on July 15.
Belvedere will invite consumers to challenge vodka myths and invite them to Know The Difference with two executions:
Unlearn tasteless, odorless, colorless. Relearn rye, water, character.
Unlearn can I buy you a drink. Relearn can I buy you a Martini.
"This campaign extension speaks to the brand's identity and heritage while showcasing the quality and character of Belvedere. We are encouraging consumers to learn more about what they are drinking and not compromise on the standard of their vodka," says Charles Gibb, President of Belvedere Vodka.
Additionally, Belvedere has created original video content which will live on their website and YouTube titled, "Characters of the Night." The first three videos will give consumers an inside look on vodka perceptions from mixologists speaking about cocktail culture to the simplicity of the Martini and why Belvedere is the key ingredient. Click below to view the videos.