Saturday Evening Reside forged member Chloe Fineman is understood for her impressions of celebrities similar to Britney Spears and Jennifer Coolidge. Now she’s taking over 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 Agency kicks off with two 15-second and two 6-second spots. One introduces the drink constituted of vodka, seltzer and actual juice, drawing consideration to the vowel mark in its identify by noting “all the pieces is right here for a purpose, aside from this foolish little umlaut garnish.”
The opposite 15-second spot reveals Günter cradling and singing to a pineapple, which she describes as a “tropical child” raised to make Nütrl “further tasty.” The 6-second variations concentrate on the fruit juices, exhibiting Günter slapping a watermelon and being pricked by a pineapple’s sharp spines. Günter’s wardrobe is smooth 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 an alternative are prioritizing high quality and style,” Nütrl vp of promoting Marisa Siegel mentioned in an announcement. “Our new marketing campaign completely encapsulates the assured simplicity of Nütrl and the superior high quality you get from its actual components, all whereas exhibiting off the model’s tongue-in-cheek character.”
Fineman and her writing accomplice, 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 mentioned in an announcement. “I had a ton of enjoyable working with the staff to carry 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 concentrate on different Nütrl flavors, which embody cranberry and lemon. The marketing campaign will run throughout linked TV, digital, OOH, social, radio and retail all through 2023.
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