© 2015 Michael Kraabel
In the early stages of development, AVIV Founder, Marc Grossfield and I met to discuss launching a new brand of ultra-premium vodka made in Israel. He wanted to create a brand that created a unique market position, focused on good thoughts and celebrations. We settled on a brand platform of, “The Power of Good Thoughts” to launch the brand to the world and to encourage people to celebrate life, with a toast of AVIV>
Hold the AVIV 613 bottle at an angle that hits any light source, and you’ll notice symbols, words, and phrases etched into the glass in a variety of languages. These messages are inspirational, empowering, and spiritual. They give voice to jubilation and the importance of celebrating the things we feel most grateful for.
We developed a comprehensive content development approach to ensure bars, restaurants, and retailers were consistently seeing fresh and new drink inspiration from AVIV. We generated unique recipes, custom promotions, and assets not only for brand use, but also for our retail partners.
We assembled a world class team to bring the AVIV 613 Vodka to life at the official launch party. The event served as a great social gathering of local influences, supporters, industry professionals, and friends.
In world of digital and social media, we decided to produce a physical brand book as a means to share our story. The book was used to achieve placement in bars, restaurants, and retail. The book also served as a great way to tell our story.