DEI in Action: Deep Eddy Vodka Brand Ambassador Program Refresh
As part of our commitment to Diversity, Equity and Inclusion, Deep Eddy Vodka has evaluated and transitioned its Betty Program to the Brand Ambassador Program.
Brand Ambassadors represent DEV to targeted customers to raise awareness, improve brand image, build consumer preference and generate sales opportunities. They also manage and distribute product and point of sale (pos) items, support brand activations and coordinate sponsorships and events.
Uniform Update
Historically, the Betty Program uniform has included as many as four looks – a dress, swimsuit and skirt ensemble that were both unique and relevant to the brand. By comparison, the new Brand Ambassador Program romper uniform is equally, if not more, unique and can be worn in different ways. Brand Ambassadors can modify the uniform without losing the integrity of the look.
“As we give more space for our quality and product differentiators to be front and center, Betty is no longer a focus in our branding,” Jennie said. “The silhouette of Betty remains on our shield, but we are moving away from bringing her forward in our marketing materials.”
While updating the uniform, our field marketing program also updated the guidelines. Previously the brand directed Brand Ambassadors on how their hair and makeup should look. The new guidelines allow room for personality and focus on a more consistent foundational look.
The Deep Eddy team has been gradually rolling out these changes since early May, following up with new training and shipping new uniforms to Brand Ambassadors. The program launch and transition to the romper uniform begins this week.
They are also soliciting feedback on best practices for providing brand education and regions interested in offering male Brand Ambassadors.
Program Changes
As with the shift to a romper, DEV believes the new program name – Brand Ambassador Program – and streamlined look are inclusive, flexible, evolvable and compatible with various eras. While considering these changes, the team considered:
- Relevance – whether the personified version of Betty was still aligned with the brand
- Inclusivity – the romper is a more diverse look and can be comfortably applied to more body types and genders
- Flexibility – the new uniform and look allows for more ways for Brand Ambassadors to show personality and individuality
- Evolvability – The personified Betty was a reflection of the era DEV previously identified with and kept the brand in a box. The new look and name allow DEV to not be so tied to a certain era or theme.
“As the brand grows, our identity has and will continue to grow,” Jennie said.
