NÜTRL Vodka Seltzer - “NÜTRL. The One With The Umlaut.” / Chloe Fineman (2023) :30 (USA)

Today, NÜTRL Vodka Seltzer, the second most popular spirits-based seltzer brand in the market, has launched its inaugural national campaign titled "NÜTRL. The One with the Umlaut." The campaign stars Chloe Fineman, an actress and Saturday Night Live star, as Günter, a playful vodka seltzer sommelier and the brand's new representative. The campaign is a way of introducing NÜTRL's unique personality and highlighting the brand's exceptional, refreshing, and light taste.

Crafted with authentic juice, vodka, and seltzer, NÜTRL pays meticulous attention to every ingredient and detail of their brand. Günter, a connoisseur of exquisite tastes and purposeful selections, is dedicated to sharing this scrumptious alcoholic seltzer with the world. In the advertising campaign, Günter sports chic, monochromatic outfits with subtle hints of color, reflecting the genuine fruit flavors and minimalistic design of NÜTRL.

“I was very intrigued when NÜTRL came to me and asked to help develop their new spokesperson,” says Fineman. “I had a ton of fun working with the team to bring to life this wacky yet instantly lovable vodka seltzer enthusiast who appreciates the finer things in life and knows what it takes to make a quality drink.”

The Martin Agency collaborated on a fresh advertising campaign that showcases NÜTRL's commitment to providing a high-quality, delicious spirits-infused seltzer. Chloe and her writing partner, Casey Thomas Brown, played a role in creating the ads, which feature a mix of scripted and improvised conversations that highlight NÜTRL's exceptional taste and straightforward recipe.

“It’s no secret that consumers are moving away from over-engineered and over-complicated products, but instead are prioritizing 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.”

“NÜTRL. The One with the Umlaut.” is an integrated, national campaign that will roll out across the United States on connected TV, digital, OOH, social, radio and retail throughout 2023.

Client: Anheuser-Busch
Ad agency: The Martin Agency