From the creator of the Absolut® vodka, Börje Karlsson, comes Karlsson’s Gold – a blend of seven varieties of virgin new-potatoes from the exclusive Cape Bjäre of Southern Sweden. It is an up-and-coming grassroots company, which is slowly making its way into the finest boutique restaurants (e.g., The Aviary in Chicago), and a brand which top-notch mixologists would choose (e.g. Jim Meehan of PDT in NYC uses it as the only vodka on the cocktail list).

Instead of distilling to infinitum and removing every trace of its origin, Karlsson’s Gold vodka is meticulously distilled only once to preserve as much as possible of the inherent flavor. Special attention is devoted to what we are distilling our vodka from, the very finest virgin new-potatoes, collectively known as the Golden Potatoes of Sweden. The product is perfected by the fine blending techniques of the seven types of virgin new-potatoes by the Master Blender Börje Karlsson resulting in a small batch vodka with outstanding character and taste. 

Since the 60s with Smirnoff’s advertising, US consumers have been tricked into believing that ‘smooth’ vodka equals premium. Why is that when all that smooth really means is tasteless, odorless and colorless? Since vodka can be made out of anything that ferments, smooth no longer is a compelling reason. Karlsson’s Gold believes that vodka should not be ‘smooth’, it should have taste.

Karlsson’s Gold wants to help the market re-discover vodka, don’t distill until it tastes of nothing. They want to take on their competition head-on and challenge them. This is where “Good ideas should be left unfiltered” is born.

UPDATED on 9/8

Main Objective

To activate the concept of “Good ideas should be left unfiltered”, we would like you to pitch a cool project which Karlsson's Gold can associate itself with when they promote their brand in the US market. It shouldn't be an advertising campaign, just a fab proposal that if picked can be implemented as is and not filtered. For example:

- If you are a chef, you can propose a pre-theater dinner on Broadway

- If you are a jewelry designer, design a limited edition piece for Karlsson's

Don't just provide advertising/marketing ideas. Provide us with ideas that you would do yourself, like a Kickstarter project. We are looking for attention grabbing ideas, events, installations, apps, etc. It is important to not filter your ideas. 

Key Insight

Inspiration

• Marketing cannot be directed to anyone under the age of 21.
• Should follow the code of responsible practices in marketing alcohol
• The ideas should be doable/producible for no more than $10,000 per idea.
• Your submission(s) should be as follows:
  • At a minimum we expect strong visual image(s) with a clear description of the idea
  • If you have a script, then you can consider including a storyboard
  • And if you are really inspired, then feel free to submit a video of your idea (e.g., Kickstarter style)

Here are some helpful videos for this project:

• Unfiltered Ideas
• Watch a short work-in-progress Brand Film

The following links provide logos, design guidelines and other material related to the project

• Where to get Karlsson's Gold

• K_Gold

• K_Gold_tilted

• K_Gold_USA_ASIA

• Karlsson's_Gold__Logo

• Karlssons_Gold_Vodka_neg

• Karlssons_Gold_Vodka_svart

• Karlssons_Label_Logo_CMYK