More Fun With Every Flavor

Client: Heaven Hill Distillery
Brand: Burnett’s Vodka
Role: Creative Direction, Campaign Development, Integrated Execution

THE STORY

In the hyper-competitive vodka category, innovation isn’t optional — it’s survival. Shelf space is earned through constant newness, especially in flavored vodka where consumer attention shifts quickly.

Burnett’s had quietly built one of the most expansive flavor portfolios in the category: 27 distinct offerings. The product innovation was there. What it lacked was a unifying idea bold enough to own that scale — and energize a younger, occasion-driven audience.

THE OBJECTIVE

Transform variety into leadership.

Position Burnett’s as the vodka with more personality, more energy, and more fun than anyone else on shelf. The strategy needed to resonate with 21–29 year-old consumers in key growth markets while elevating the brand’s presence across retail, digital, and on-premise environments.

This wasn’t about adding another flavor.
It was about owning flavor.

THE MOVE

The breakthrough was simple and direct:

More Fun With Every Flavor.

Instead of treating the 27 flavors as a product list, we turned them into a brand asset — a visual and cultural advantage. Arresting graphics, vibrant color systems, and party-forward storytelling created a unified campaign language that celebrated variety rather than fragmenting it.

The campaign rolled out as a fully integrated, multi-platform initiative including:

National print and digital advertising

On- and off-premise programming

Retail activation

Digital marketing and social media

Every touchpoint reinforced the same core message: Burnett’s delivers more fun, because Burnett’s delivers more flavor.

THE RESULT

Between 2013 and 2015:

Burnett’s achieved +19% national growth in flavored vodka.
The brand climbed from #18 to #10 in total U.S. spirits.
Sales surpassed 1.5 million cases annually.
Burnett’s maintained its position as the 7th best-selling vodka in the U.S.

What began as product breadth became brand momentum.

Burnett’s didn’t just compete in flavored vodka.
It owned the conversation.

AWARDS

3rd Place — Full Page Print Ad — Beverage Dynamics Awards — 2013