Case Study: Double Cross Vodka

BrandFire relaunched a luxury vodka brand with a newly refined positioning that challenged vodka drinkers to "dare to differ", reframing the ritual instead of the bottle, and giving retail, trade, and social one idea to carry.

Ultra-premium vodka is a category of near-identical bottles competing on adjectives. We shifted the argument from the liquid to the ritual, vodka stones, served neat, and gave the brand something a competitor couldn't simply restate.