Polar Ice Vodka: 

Tasked with making Polar Ice Vodka relevant to the 20-somethings demographic, and carving out a niche in the category. We looked around and saw most vodka brands were about abstract, epic far-off vistas, slow-motion 360' pans and a single tear running down Rhianna's face into a bottle hand-crafted by anarchist Tibetan monks.

And we knew Polar Ice was more of a vodka... for when you want vodka.
A no f&^%s given vodka.

Polar Ice. No fuss vodka.