Around here, we dare to shake things up in pursuit of growth.
In an effort to defy standard vodka category trends and return Polar Ice to growth, we made a bold move in fiscal 2019 to reinvent the brand’s identity and step away from our previous target consumer (called “party people”).
It’s Just Our Nature was conceived to celebrate Canada and the famously social and approachable attitude of Canadians, and to engage “fun moms” and “chill dads” in meaningful and authentic ways. “With billboards proclaiming ‘Around here, a good night out is just out back,’ the new campaign was a far cry from our usual nightlife narrative,” said Julio Ochoa, Brand Manager, Local Vodka & Liqueurs. “We made sure to test it first to gather target consumer feedback and optimize messaging before launching it on a larger scale.”
Polar Ice vodka made a splash among “fun moms” and “chill dads” in small Canadian cities.
In the summer of 2018, we conducted a test campaign in Lethbridge, Alberta, and Thunder Bay, Ontario, with billboards, radio spots and social media posts. After making adjustments, we ran the campaign again in November with winter-oriented messaging in 12 small Ontario cities – and we could not be more pleased with the results.
With billboards proclaiming “Around here, a good night out is just out back”, the new campaign was a far cry from our usual nightlife narrative.
All told, with the new campaign and other strategic initiatives, Polar Ice vodka enjoyed a turnaround year, increasing retail volume by 2.2% and retail value by 2.6% compared to fiscal 2018, in the essentially flat standard unflavoured vodka category.
As it turns out, Polar Ice vodka is a great match for those who make plans by asking “your backyard or mine?”