The vodka shelves are jammed with competitors trying to promote the club lifestyle and over-the-top luxury. Shakespeare Vodka had the right mix. It tastes better than the competition, it has a unique name and distribution that put the product in stores and in the hands of bartenders. But it needed a story to connect potential consumers to the brand.
One Eighteen saw an opportunity to differentiate Shakespeare in the crowded vodka category, by aligning the brand story to the consumer’s lifestyle and point-of-view. By using genuine, human experiences and leveraging the power of Shakespeare’s language, we created the brand position “Write Your Own Story,” in the marketplace that inspired consumers to evangelize its attributes and adopt as their own.