Vex, a vodka beverage product, has undergone a branding refreshment in an effort to stand out from the competition on store shelves and appeal to women who like their booze served with a side of irreverence.
It is Vex’s first major rebranding since launching in 1999.
Redesigned packaging, by Davis Design of Mississauga, Ont.,is featured in new a 12-week, Ontario-based campaign that spans broadcast, online and social media. BrandFX Advertising, Design & Interactive of Vancouver developed the campaign.
The effort targets women aged 30 to 44, said Tim Kelly, partner and creative director at BrandFX. The goal, he said, was to show the edgy side of the brand, while distinguishing it from a growing competitive set in the spirit cooler category. “The core brand strategy is a naughty-but-nice approach,” he said.
“We really wanted people to take notice of the brand and understand that the brand had this fun, irreverent bold personality,” said Patricia Pinkney, marketing manager, spirits and refreshments for Constellation Brands, which owns Vex.
“We really just wanted a simple breakthrough communication that would bring people back to remembering the brand and remembering what the brand stands for.”
