Simple yet effective

You have seen them in many magazines. White page with large black text with the following statement [or some other statement]:

Dear Ketel One Drinker

What you didn't learn in the third grade.

Some find these ads interesting, others are just puzzled and some nod with simple understanding. No matter what reaction readers are having, one thing is sure - it has been working.

About 1.8 million cases of Ketel One vodka were sold in 2006 which is up from 1.2 million in 2003 when the unique and risky campaign began and this growth is out pacing market leader Absolut.

For the past 300 years Ketel One has been brewed in the small town of Schiedam, Holland and they have been selling here in the US only since 1992 and if they future marketing efforts are only half as successful as their current one, they are not only here to stay but may even dominate the US market in the near future.