A Q+A with Andrew Carlson about "Celebrate with Stoli"


A Q+A with Andrew Carlson about "Celebrate with Stoli"

Andrew Carlson

It’s not every day that you’ll find yourself wondering “what’s going on with this vodka brand’s website?” – it’s probably the last thing you’d think about. But, what if there was a reason? Every day that happens, is one that might be cause for celebration. For joy, happiness, and maybe a little of learning about the unknown. 

For the launch of Stoli® Vodka’s brand-new, flagship website, we spoke with Andrew Carlson, EVP, Head of Experience Design, North America, to get his take on “Celebrate with Stoli”. 


– What was your goal with the new site?

To make little moments of entertainment and joy that feel true to the Stoli brand. No one needs a vodka website. The opportunity was to take the tropes of the category like product shots and recipes and make them fun.


– What steps did you take to bring “Celebrate with Stoli” to life?

We read everything we could about the company and their audience, which tends to be young and digitally savvy. We spent a lot of time looking at the kinds of micro moments of entertainment that are usually found in social channels. And we did some pretty elaborate type, color, grid and motion exploration.

– What are you most proud of?

How true the live site is to our original concept. 


– Is there a section that is your favorite?

I personally love the cocktails grid. No words, no signage or even really navigation. Just a beautiful array of drinks, beautifully animated.

Andrew Carlson

Andrew Carlson


As the first US head of Digitas Experience Design, Andrew leads a capability of 80 in the creation of digital products and services. He develops novel solutions to complex problems at the intersection of design, technology and culture.


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