Pearl Vodka faced flat sales in a crowded and commoditized category. While the competition often had the luxury of much larger budgets and distribution, we created a campaign that could only work for our brand, while acknowledging its limited availability. For the first time, we aligned Pearl with its precious namesake and celebrated the consumer willing to go to great lengths to seek out this rare and wonderful vodka. At point of sale and on premise, we invited adventurous souls to discover Pearl with original, undersea imagery that helped reinforce the name and quality of our vodka.