ODDKA by Wyborowa is a new global brand from Pernod Ricard.
The design was created by The Brand Union Stockholm in very close collaboration with a team led by Dan Lundberg at The Absolut Company. The brands in the standard vodka segment are very heritage driven. The brief was to create disruptive design with standout.
We wanted to create something provocative that would inspire the consumer, but at the same time something that could represent the very high quality that Wyborowa stands for. To do this we created Wit Oddoski. He is a fictional Polish inventor and entrepreneur. Wit is the originator and inventor of everything odd, witty and good. In our brand story the expression ODD is even named after him.
The life of Wit Oddoski inspired the voice of the brand. He is also the perfect personification of the wonderful flavors that Pernod Ricard had in mind for the range; Apple Pie, Electricity, Fresh Cut Grass, Salted Caramel Popcorn and Wasabi.
The vision for the brand is to inspire experimentation and self-expression. The experimental qualities of this new brand allow Pernod Ricard to expand their footprint in the vodka category and continue to push industry standards in a very innovative way.
ODDKA by Wyborowa is launched in select U.S. states including Alabama, Massachusetts, Pennsylvania and Rhode Island, prior to expanding its global distribution in spring of 2013.