Saturday Evening Reside forged member Chloe Fineman is thought for her impressions of celebrities resembling Britney Spears and Jennifer Coolidge. Now she’s taking up the position 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 constituted of vodka, seltzer and actual juice, drawing consideration to the vowel mark in its title by noting “the whole lot is right here for a cause, apart 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 concentrate on the fruit juices, displaying 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 customers are transferring away from over-engineered and over-complicated merchandise, and as a substitute are prioritizing high quality and style,” Nütrl vp of promoting Marisa Siegel stated in a press release. “Our new marketing campaign completely encapsulates the assured simplicity of Nütrl and the superior high quality you get from its actual substances, all whereas displaying off the model’s tongue-in-cheek character.”
Fineman and her writing associate, 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 a press release. “I had a ton of enjoyable working with the workforce 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 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.