There is an interesting article in this week’s Ad Age on Belvedere and their new advertising campaign.
Not much more for me to add other than what I said in the article.
However, what I didn’t say and was thinking at the time of the interview was why go in this direction in the first place? Most brands I know that are called for by nickname have traction and a following e.g., Crown, Jack, Captain, Stoli, etc.
Wouldn’t it make more sense to further develop the brand on-premise rather than through ATL spending? Even if the message was strong.
I found Megan’s article on Constellation Brands in yesterday’s issue of Wine and Spirits Daily to be particularly interesting.
Here’s an excerpt:
Constellation may be one of the world’s largest wine companies, but its spirits brands had a phenomenal year. Total spirits organic net sales grew 19% for the year, led by a 38% gain for its star Svedka vodka. Svedka also recently launched it’s first-ever television advertising campaign “which marks an exciting milestone and serves as another example of how Svedka is setting itself apart in its quest to bring future fun to vodka lovers everywhere.”
The quote is from Constellation Chief Rob Sands who, in my opinion, is among the best executives in the business. Smart, knowledgeable and effective. But, obviously not an advertising maven.
Maybe it’s just me that thinks the ad campaign is ridiculous. It features a well-endowed, sexy, female robot (fembot) supposedly symbolizing the brand’s future achievements. If the marketing folks are looking to be more than a price driven brand and want to add image — keep looking.
Oh, and check out the TV campaign. I’m the guy who was there when Seagram and the industry decided to end the voluntary ban on broadcast advertising. This ad makes me think we made a mistake.
Svedka is a great brand built on hard work and smart marketing…excellent imported Vodka with high quality at a very competitive price. I’ve even been known to buy a 1.75L every now and then.
But its growth is not a function of the advertising. Its growth continues in spite of it.
Maybe mainstream advertising is not as important for brand building as it once was.
Two things came to my attention recently.
First, David van de Velde, founder of Ketel One and Van Gogh was kind enough to post a comment on the “What makes a brand successful” piece below.
Second, the trade magazines have selected the ‘hot brands’ and ‘growth brands’ of the year.
Got me thinking…
The very successful brands since the 1980’s came from entrepreneurs – Grey Goose, Ketel One, Patron, Skyy and so on. When those brands were getting started it wasn’t about bureaucracy, process or systems it was about hard work, tenacity, ingenuity and persistence. No gates, no silos…just determination to win.
Take a look at the current roster of hot and/or growth brands. Nearly all of the 14 brands identified by Beverage Dynamics as “Fast Track,” were created by an entrepreneur or a company not among the top 10 suppliers.
I guess the slogan should be “Build it and They Will Buy.”