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The vodka market is growing at an unprecedented rate. It’s an ultra-crowded and ultra-competitive segment, driven primarily by premium and super-premium products. In the last five years alone, more than 300 new vodka brands have been introduced.

Our challenge was to find a way to differentiate this product from the crowd. Though DQ is made from pure Swedish winter wheat and packaged in an iconic, eye catching bottle, unique ingredients and beautiful packaging have become the industry norm. What’s more, the majority of vodka brands look and sound the same – trading on style, luxury and ever-escalating distillation claims.

Our solution was to position DQ as the antithesis of these increasingly shallow, overly manufactured vodka brands. We wanted to communicate the product’s unique essence in a way that captivated consumers, drawing them to our brand and away from others.

Our idea ‘Life undiluted’ speaks to an emerging group of consumers who are tired of being told what to do, how to act, or what luxury looks like. These are consumers who want to live life on their own terms, undiluted by trends or the expectations of others. At the same time, ‘Life undiluted’ reflects the purity of DQ – the only Swedish winter wheat vodka undiluted with inferior grains.

The Bank planned, created and produced DQ’s launch event in London. We developed in-store displays in Harvey Nichols and designed a full range of bar merchandise. We also created a fully integrated advertising campaign, incorporating outdoor, print and online media.


DQ Vodka

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