VODKADE

Strategy // Creative // Retail // Digital // Packaging // Social

A can of VODKADE fruit punch vodka cocktail next to a glass filled with red liquid and ice.

Scenario
Vodkade came to DESTROY with a name and a great idea for a new RTD vodka cocktail, but they needed help in developing a brand strategy and creative identity.

Born out of playing golf under an unrelentingly hot Florida sun, the idea was to create a vodka-based adult beverage that tasted like a sports drink, but with a bit of a kick.

Practical Approach
The traditional approach in the RTD vodka cocktail and seltzer category is to feature a laid-back summer lifestyle — young people relaxing by the pool, at the beach, and in the backyard. In an increasingly competitive category, however, that positioning would be easily lost in the crowd.

With a product that is exactly like the name sounds, we needed a more energetic positioning, yet without treading into the sophomoric. Plus, the client had one mandate: Make it fun.

Our Practically Dangerous Solution
Through research, we found that active had become the new hanging out. “Competitive Socializing” is a booming trend with the rise of non-traditional bar games, golf, and sports like pickleball.

Within these moments we found our creative tension and insight. We often think social sports aren’t serious, but the “social athlete” is equal parts serious about fun and seriously competitive.

Our strategy became making Vodkade the choice for people who believe it’s more fun when you compete at fun. Or put another way:

Vodkade is made for the pros of having fun.

Based on this strategy, we developed a brand archetype we called “The Playful Champion.” We created a bright, bold, and fun brand identity that would stand out in a sea of white cans. We designed a distinctive “V” shape that is both a graphic icon and a call for the consumer to “Raise a ‘V’ for Victory.” We handled the entire brand development, from packaging, website, social media, merchandise, business cards, sampling vehicle, point-of-sale, and beyond.

If you’re someone who believes fun is a competitive sport, grab a Vodkade and refresh your competitive spirit.

Website

Instagram

Four VODKADE cans in red, green, orange, and blue, featuring fruit punch, lemon-lime, orange, and berry cherry vodka cocktails.
Four colorful boxes of VODKADE vodka cocktail packs in fruit punch, lemon-lime, orange, and berry cherry flavors, each containing four cans.
Can of Vodkade next to a glass of blue liquid with ice, surrounded by fresh strawberries and cherries.
A can of Vodkade lemon-lime vodka cocktail next to a glass of yellow liquid with ice and a lime slice, surrounded by slices of lemons and limes.
Orange vodka cocktail in a glass with ice alongside a can of Vodkaade. Surrounded by fresh orange slices.
A can of fruit punch vodka cocktail labeled "VODKADE" next to a glass of red drink with ice, surrounded by red apples, pineapple slices, and black grapes.
Cans of VODKADE beverages in various colors surrounded by golf equipment, including golf balls, tees, and a club head, on a white background.
Can labeled "VODKADE" surrounded by green pickleballs, a paddle, and a pickleball paddle handle.
A can labeled "Vodkade" next to a branded water bottle with stickers.
Cornhole boards with Vodkade branding, featuring one green and one red board, placed on grass.
Vodkade advertisement featuring cans of fruit-flavored vodka cocktails with captions "Made for the pros of having fun" and "Refresh your competitive spirit."
Table display with Vodkade cocktail advertisement in a restaurant setting
Promotional advertisement for VODKADE, showing four fruit-flavored vodka cocktail cans: Fruit Punch, Lemon-Lime, Orange, and Berry Cherry. The tagline reads "Made for the pros of having fun" along with "Refresh your competitive spirit."
"VODKADE" repeated five times in different color combinations: black, red, green, orange, and blue."
Logo with the word 'VODKADE' on a red background, featuring a large black 'V'.
Business cards for Vodkade, featuring logo and contact details, on a wooden surface.