Brand Nicknames

There is an interesting article in this week’s Ad Age on Belvedere and their new advertising campaign.

http://adage.com/article?article_id=143351

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.

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