Pinnacle was a vodka that you just knew could be fun at parties if it let itself go a little. But, to tell the truth, the brand had spent years taking things a bit too seriously. Trying to compete with its fancy friends (looking at you Grey Goose) it touted old awards and French heritage, which...may not matter much to a consumer looking for a vodka in the $14 range. Deep down, it was simply a good vodka at a good price. There was a personality under the posturing and we couldn't wait to let it out. I was gifted the task of establishing the brand's new tone of voice. Paired with vibrant visuals, we loosened things up a bit, showing the playful side of every Pinnacle flavor.