Ultimat Vodka

In the world of vodka, people do not purchase on taste. They buy the branding, marketing, and story-telling. In test after test, self-proclaimed vodka snobs and experts have proven their inability to distinguish between a $60 “ultra-premium” bottle and the affortable $8 bottle. Why, then, do people continue to buy the expensive stuff? The answer is simple–a narrative told through branding and marketing.

Lets not just create a story, but lets take it a step further. Let the consumer in on the process. Ask them to join in the branding by forming a nation of Ultimat Citizens. Give consumers a way to express loyalty beyond that brief window of ordering the drink at the bar.

The efforts we undertake create a network effect that is self-sustaining. Forming a nation of citizens means we create a shared identiy, culture, and history. It forms strong ties to symbols and traditions. It engenders community and civic engagement. We can Issue passports, hold elections for brand ambadassors, and make it fun to be involved. Everything nations do for their people we can do for ours.

Nations can last for generations. Let’s create a nation of Ultimat drinkers.

Flown proudly at events and venues around the world, it let’s Ultimat Citizens know where to meet.

Issue citizens passports in which they can get stamps from venues around the world. Bragging rights!

The very properties that have made vodka so popular (colorless,odorless, and tasteless) are the same ones that make it so uniform. Once the drink is poured there is no way to tell the difference from one drink to the other. We need a way that people can identify and recognize our brand once they have paid for their cocktail.
Context is hugely important. We know that most vodka is consumed in bars and clubs. They are dim places and often lit using black-lights. We considered this when designing a tangible and identifiable symbol of an Ultimat drinker. Give them a special glass that glows under these lights. Made from a translucent frosted material, the Ultimat glass is easily spotted and stands out from every other can, cup, and shaker. It is as elegant as it is functional and offers something other vodka brands cannot–recognition. It is but one way we begin to build a Nation of Ultimat Citizens.