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Dirty Devil Vodka

Product Launch: Brand Positioning | Brand Strategy | Social Strategy | Marketing

Dirty Devil Vodka, the first vodka blended with hyper-oxygenated water, sought to enter the saturated US market. Capitalizing on its unique selling proposition, milk* developed a strategy focused on highlighting both the innovative nature of the product and the untapped potential of the brand.

OVERVIEW

HIGHLIGHTS

  • Positioning and Marketing Strategy

  • On/Off Premise Programs

  • Trade & Sales Marketing

  • Social Strategy

Text on a black background with smoke effects that says 'Crisp, clean, oxygen rich vodka being this good must be a sin'
Swirling blue and white smoke wisps against a dark background.
Shelf with a promotional sign for Dirty Devil Vodka, featuring a black background, gold medals, and a bottle image, advertising the vodka as smooth and award-winning.

On-Premise Advertising

An advertisement for Dirty Devil Vodka featuring a clear vodka bottle with black and red label and a smoky background. The text highlights five times the oxygen and three times filtered qualities, with a rebellious tone.
A bottle of Dirty Devil Vodka with a black textured label and silver cap, featuring red and white text, advertising it as a hyper-oxygenated, 42% alcohol vodka.
Box of Dirty Devil Vodka bottles with black and red labeling, featuring slogans and awards, alongside promotional material emphasizing oxygen-rich and smooth qualities.
A cocktail recipe poster for a drink called 'Dirty Devil Vodka Hell-Ish Mule' featuring ingredients like vodka, ginger beer, lime sparkling water, and lime juice, with serving instructions. The poster highlights vodka as smooth as hell, oxygen-rich, and voted the best vodka in the world in 2024.
A promotional poster for Dirty Devil Vodka featuring a bottle of vodka with red and black design elements, gold medals, and a badge indicating a 92-point score. The background is dark with red and black graphics, and white text describing the vodka as crisp, clean, and oxygen-rich with the slogan "Being this good must be a sin".
Advertisement for Dirty Devil vodka on a glass door, with a bottle image, gold medals, and bold red and white text. The sign emphasizes the vodka's quality and smooth taste.
Brochure featuring a vodka bottle labeled 'Dirty Devil' with text about the product, including ingredients and instructions, and promotional content emphasizing its smooth, clean, oxygen-rich qualities and claims of being award-winning vodka.
Gray background with white smoke wisps near the bottom left corner.

Off-Premise Advertising

Two promotional flyers for Dirty Devil Vodka. One features a bottle with the tagline 'Being this good must be a sin' and the other advertises captivating cocktails, including Dirty Devil Vodka's Hell-ish Mule and Dirty Martini. The flyers are black with red and white text, with images of a vodka bottle, a cocktail glass, and ingredients.
Advertising sign for Dirty Devil Vodka featuring a martini glass and a bottle of vodka, with bold text promoting the product.
Coasters with the branding 'Dirty Devil Vodka' and the slogan 'Smooth as hell' in red and black.
Three women at a dark party holding cocktail glasses in a close group
Swirling white smoke wisps against a black background, with faint glittery particles near the bottom.
Packaging of Dirty Devil Vodka featuring a black and red logo, bold white text, and a clear bottle of vodka with a black label.
A promotional poster for Dirty Devil Vodka featuring a large red devil horned trident logo on the left and a bottle of vodka on the right. The text reads: 'Oxygen rich, 3x filtered, being this smooth, must be a sin.'
Black sidewalk sign advertising Dirty Devil Vodka with a large image of a vodka bottle, text 'Smooth As Hell,' and gold medals indicating awards, set against a plain background.
A black sandwich board advertising a vodka brand called "Dirty Devil Vodka" with a large image of a vodka bottle, smoke effects, and bold red and white text highlighting its features.

Digital Banner Ads

Website on a laptop screen featuring a black and red advertisement for Dirty Devil Vodka, with a large vodka bottle image, bold white and red text, gold medals, and medals icon.
Advertisement for Dirty Devil Vodka featuring bold red and black design, text highlighting awards and quality, images of gold medals, vodka bottles, and a sale button.

Promo Items

Black bucket hat with red embroidered logo on the side.
Red baseball cap with the words 'Dirty Devil Vodka' and a devil logo embroidered on the front.
Red polo shirt with a logo on the left chest reading 'Dirty Devil Vodka' and the slogan 'Smooth as Hell', shown from the front and back angles.
Black T-shirt with 'Dirty Devil Vodka' logo on front and 'Smoot Has Hell' text on back, featuring a red devil tail graphic.
Display for Dirty Devil Vodka featuring bottles, banners, and a table with promotional items, emphasizing the vodka's smooth, oxygen-rich qualities and branding with black, red, and white colors.
Red and black golf bag with the brand name PING, labeled 'Hoof it Lite,' and a black logo for Dirty Devil Vodka on the side.
A promotional flyer for Dirty Devil Vodka featuring a bottle of vodka, a martini glass, and bold text highlighting its purity and quality. The flyer emphasizes the vodka's oxygen-rich production process and includes a recipe suggestion for a Dirty Martini.
Golf glove, golf ball with logo, red golf tee, and red golf club on grass.
White tote bag with a black handle and a logo that says 'Dirty Devil Vodka' in black text and a red devil icon.
A copper mug filled with ice, lime wedge, and a cocktail, with condensation on the outside, next to the logo for Dirty Devil Vodka with a red devil icon.