NÜTRL. The One with the Umlaut. is the name of the first national campaign from NÜTRL Vodka Seltzer and it stars actress and Saturday Night Live star Chloe Fineman as Günter, a hard seltzer sommelier. In the campaign, Fineman serves as the new spokesperson for the brand and conveys the brand's unique personality, as well as the beverage's light and refreshing taste.
“It’s no secret that consumers are moving away from over-engineered and over-complicated products, but instead are prioritising quality and taste," says Marisa Siegel, VP of marketing for NÜTRL Vodka Seltzer, “’NÜTRL. The One with the Umlaut.’ campaign perfectly encapsulates the confident simplicity of NÜTRL and the inherent quality you get from its real ingredients, all while showing off the brand’s tongue-in-cheek personality.”
Why This Trend Is Growing
- Hard Seltzer Sommeliers
- The rise of hard seltzer sommeliers presents opportunities for promoting and educating consumers on unique flavor combinations and pairing options.
- Authentic Ingredient Marketing
- The trend towards prioritizing quality and taste over complexity opens up opportunities for brands to promote authentic ingredient sourcing and highlight their brand story.
- Humorous Branding
- The success of NÜTRL's humorous campaign featuring a hard seltzer sommelier highlights a trend towards playful and light-hearted branding in the alcohol industry.
Industries Being Reshaped
- Alcoholic Beverages
- The alcoholic beverage industry can leverage the trend towards authentic ingredient marketing to differentiate their products and appeal to consumers seeking higher quality options.
- Advertising and Marketing
- The successful NÜTRL campaign featuring Chloe Fineman as a hard seltzer sommelier demonstrates a trend towards humorous and creative advertising in the alcohol industry.
- Food and Beverage Service
- As hard seltzer sommeliers become more popular, there is an opportunity for restaurants and bars to create unique pairing menus and promote this trend to customers seeking light and refreshing beverage options.
