Publicis Hawkeye Successfully Brands Lunar Distilleries’ Innovative Vodka

Behind Lunar Distilleries’ braintrust is Frank, the experimenting scientist, and David, his business-savvy partner with a big vision. Determined to make the cleanest vodka this side of the moon, the pioneering team leverages a high-powered vacuum pump from NASA to help remove atmospheric pressure and to ensure the greatest level of purity possible.

Branding: Millennial Magnet

Based outside Austin, Texas, Lunar Distilleries needed to slice through the overcrowded vodka market to reach the aspirational millennial target. The company also sought to create on-shelf intrigue amongst a sea of branded bottles.

For the multi-phased branding assignment, we engaged the agency’s proprietary Lead The Change planning process. Up front, we gained significant understanding of distillation techniques, cultural trends, the target audience, and the vodka competitive landscape. During the insight exploration phase, the agency conducted “namestorm” sessions and qualitative research to garner feedback.

Publicis Hawkeye harnessed the huge personalities of Frank and David and their pioneering way of making vodka. We developed the playful name BFD • By Frank & David, capturing the big attitude, big innovation, and big difference of the brand. We also designed the BFD logo and label, transforming a 13” tall glass vodka bottle into a powerful storytelling vehicle. The clean, B&W look is sophisticated and modern, but hints of an attitude reminiscent of Lunar Distilleries’ founders. Lunar Distilleries is leveraging the BFD branding elements with packaging, retail, on-premise, online and social media initiatives.

Sales Growth

Lunar Distilleries’ science-based dream has taken a giant step with the help of Publicis Hawkeye as a branding collaborator. Although in its early stages, the venture is picking up momentum. Since Q4 2014, BFD case sales have doubled every month. Cheers to vodka distilled to a science!

Publicis Hawkeye is an integrated advertising and digital agency based in Dallas and part of the Publicis Worldwide global network. The agency additionally provides specialist capabilities in analytics, CRM and experiential marketing to the Publicis North America region. Publicis Worldwide is the largest global agency network within holding company, Publicis Groupe S.A. Publicis Hawkeye clients include: American Airlines Cargo, Anheuser-Busch, BASF, Bridgestone Americas, Cargill, Continental Mills, Delta Dental Plans Association, Gortex, Men’s Health, Nestlé, The North Face, Terminix and TruGreen, among others.