Saturday Evening Reside solid member Chloe Fineman is understood for her impressions of celebrities akin to Britney Spears and Jennifer Coolidge. Now she’s taking up the function of Günter, a “vodka seltzer sommelier,” serving because the face of the primary nationwide marketing campaign for Anheuser-Busch‘s Nütrl.
The yearlong “Nütrl. The One With the Umlaut” marketing campaign from The Martin Company kicks off with two 15-second and two 6-second spots. One introduces the drink produced from vodka, seltzer and actual juice, drawing consideration to the vowel mark in its title by noting “every thing is right here for a motive, aside from this foolish little umlaut garnish.”
The opposite 15-second spot exhibits Günter cradling and singing to a pineapple, which she describes as a “tropical child” raised to make Nütrl “additional tasty.” The 6-second variations deal with the fruit juices, exhibiting Günter slapping a watermelon and being pricked by a pineapple’s sharp spines. Günter’s wardrobe is glossy and monochromatic, meant to evoke the model’s easy packaging.
“It’s no secret that buyers are transferring away from over-engineered and over-complicated merchandise, and as a substitute are prioritizing high quality and style,” Nütrl vp of selling Marisa Siegel stated in an announcement. “Our new marketing campaign completely encapsulates the assured simplicity of Nütrl and the superior high quality you get from its actual elements, all whereas exhibiting off the model’s tongue-in-cheek persona.”
Fineman and her writing companion, Casey Thomas Brown, contributed to the marketing campaign, mixing rehearsed dialogue with improvisation.
“I used to be very intrigued when Nütrl got here to me and requested to assist develop their new spokesperson,” Fineman stated in an announcement. “I had a ton of enjoyable working with the staff to convey to life this wacky but immediately lovable vodka seltzer fanatic who appreciates the finer issues in life and is aware of what it takes to make a high quality drink.”
Future 15- and 6-second spots will deal with different Nütrl flavors, which embrace cranberry and lemon. The marketing campaign will run throughout related TV, digital, OOH, social, radio and retail all through 2023.