Vodka is the ultimate in bathtub booze. The skill required to make it is almost nil. The real skill lies in marketing the stuff.
The rise of bonkers brands that command super premium prices for the same virtually tasteless, colourless and odourless alcohol based on brand storytelling and gullible punters has been meteoric.
Somewhere along the way Smirnoff's brand got consigned to the bottom shelf - or worse, somewhere in the middle; muddling consumer perceptions of a brand that once had regal aspirations (Rasputin probably distilled it in the Tsarinas tub).
The brand has launched a campaign in the US that makes it relevant again - but not to the wannabe set (is there a donwannabe set…there is now). The long format ad - cut down into broadcast length segments - mocks 'VIP' status in clubs, cruelly reveals 'mixology' as a cult - probably and off-shoot of The Family and stars stars of 30 Rock, Community and Mad Men.
The script/direction is a bit patchy - or perfectly pitched to the awkward fly-on-the-wall style of shows like Community/The Office.
The Exclusively For Everybody positioning is pure gold.
If your product is about having a good time - have a good time with it.
Don't assume your upward mobility and aspirations are also felt by your customers.
The Smirnoff campaign was created by agency 72andSunny - which is a great name for an agency (I don't know why, it just is). They also made the Square - Selling Made Simple campaign. Great product. Perfect messaging.
This blog is a notepad of contemporaneous and sometimes extemporaneous thoughts about creativity, strategy and ideas.