Model and musician Gabbriette Bechtel stars in a new campaign for Belvedere vodka, highlighting the espresso martini and other coffee-based cocktails.
Key facts
- •The 'Dirty Hour' campaign debuts on Belvedere's digital channels on Monday.
- •The campaign features three ASMR-inspired films and a series of still images.
- •Belvedere is owned by LVMH Moët Hennessy Louis Vuitton.
- •Gabbriette Bechtel is a former member of the punk-rock band Nasty Cherry.
- •The campaign highlights the espresso martini, which Bechtel identifies as her drink of choice.
Belvedere, the LVMH-owned Polish vodka brand, has launched a new campaign titled "Dirty Hour" featuring model and musician Gabbriette Bechtel. The campaign, which debuts Monday on the brand's digital channels, includes three ASMR-inspired films and a series of still images.
Campaign Details and Aesthetic
The campaign highlights the Belvedere Dirty Brew, a core ingredient used in three featured cocktails: an affogato, a boozy latte, and the espresso martini. The visuals depict Bechtel in various settings, including lounging on a mound of ice and portraying a barista. Bechtel, formerly of the punk-rock band Nasty Cherry, noted that the project aligns with her aesthetic, which blends elegance with darker, edgier elements.
Strategic Alignment
Gemma Parkinson, chief marketing officer of Belvedere, stated that the partnership was chosen due to Bechtel's ability to move between worlds without conforming to expectations. According to Parkinson, the campaign aims to integrate fashion-informed storytelling into cocktail culture in a way that feels instinctive.
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This article was independently rewritten by ManyPress editorial AI from reporting originally published by WWD.
