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After winning the Ketel One account for Point of Sale communications, Heil Brice was tasked with extending the premium vodka maker’s branding campaign to POS displays. The mission: to maintain the distinctively British voice of Ketel One’s spokesman, while compelling consumers to grab a bottle from the display stand. Working with the account’s creative and art directors, I developed a series of headlines that captured Ketel One’s dry wit, while also eliciting a response from shoppers.