Three Olives Vodka

Objective

Back to the normalcy of vodka advertising Three Olives Vodka is another contender in the vodka industry. Fairly new to the scene, Three Olives Vodka attempts to compete with the other top shelf vodkas such as Grey Goose, Absolut Level, and Ketel One. Its advertisements are much the same as any alcohol—combining their product with sensual images of women in barely anything at all. Their creative standpoint comes from the oversized martini glass in which are the women. Their tagline reads: "What’s in your martini" encouraging the viewer to decide whether they’re using the premium vodka (Three Olives) like they should. This message also alludes to the women in the martini, metaphorically tying Three Olives Vodka to be a sensuous vodka, kind of sexy in a way.

Their ads are not too cluttered as with some alcohol ads, and the message is clear and concise. The effectiveness of the ad seems reasonable and the women pictured most obviously make these ads attention getters.

Subjective

While I like Three Olives’ ads, personally I’m attracted to those ads that are unique, creative, and don’t have the same old allure of sex with alcohol. To me it seems tedious. And while it may be effective, I’m waiting out for someone like Ketel One who takes that new, fresh approach to advertising, whose not afraid to be different. Overall, the ads are arousing and amusing, but other than that they leave me to question whether it is an effective route for Three Olives in their hopes of competing with the top shelf vodkas. Personally, these ads wouldn’t instill in me a desire to try Three Olives. Still, what alcohol ads really do cause the reader to want to try their product? (A question we’ll discuss at a later date once more companies have been reviewed).

Ketel One

Objective

Possibly the most distinctive ad campaign in the alcohol industry, and definitely in the vodka industry thus far, Ketel One represents simplicity to its core while undeniably attracting the reader's attention. Be it in Travel & Leisure or Vogue, no matter who the reader Ketel One has an attention grabbing style. A blank page with a simple message is how Ketel One chooses to promote its product. Seen below are a variety of these ads-all with their own unique message.

Always quirky and creative, the Ketel One's messages seem to compliment the Ketel One drinker while complimenting their product as well.

Even a non-Ketel One drinker would most likely be able to recognize even the font that their ads use--distinct and memorable. Ketel One chose a different path then most alcohol advertisements, rather then shower the viewer in senuous images, Ketel One chose a blank white page with a line of text--that's all. Never anything more, never anything less, Ketel One truly stands out on its own, something arguably above its competition. Ketel One boasts a smooth tasting vodka, with almost no taste at all, which attracts many drinkers (http://www.alcoholreviews.com/SPIRITS/polishvodkas2.html).

Subjective

While the ads are unique, Ketel One's approach doesn't impress me all that much. Sure, their ads are one of a kind, but they seem to be lacking the appropriate effort and ad should put forth. Though they do capture the readers' attention I question whether the message that they have is strong enough. It's disconcerting because I'm sure they have a great product, but some find their ads to be a bit pretentious and are turned off to the product. I have to say though I'm not sure what suggestions I would make to them, they do have such a recognizable style. Overall, I'm just content with these ads, not really pleased and blown away, but not ready to totally bash them. Undoubtedly in the future I will post about Ketel One again because of their prevalence in the alcohol advertising world, the examples given were only a few compared to the majority of other ads they have run.

Pictures from T&L Nov 2006 and Vogue Jan 2007 also found under Google Images

Grey Goose

Objective

Keeping with the theme of vodkas another key player comes to mind: Grey Goose. Leading the way for top shelf vodkas, Grey Goose incorporates class and taste. With an elegant and simple frosted bottle, Grey Goose is luxurious subtly.





Running very few ads, Grey Goose is amazingly recognized by the distinguished vodka drinker. Keeping their ads simple and to the point, Grey Goose boasts it is the "Best Tasting Vodka in the World"

Not afraid of competition the Grey Goose ads also include a comprehensive list of the vodkas that placed below them. Following with the general clean layout of their ads Grey Goose also advertises: "The World's Best Tasting Drinks Start with Grey Goose" and "The World's Best Martini starts with Grey Goose"

Grey Goose's advertisements are uncomplicated and give a strong message.

Upon visiting their website one will find the same modest appearance, with simple links to the different parts of the page. Each click first starting with multimedia of the viewer seemingly backing out of a room that is filled with beautiful people. Unlike Belvedere, the people at the Grey Goose party are not overly elegant, but more realistic as if at a casual get together. One feature that is nice about the website is the link to 'Mixology' where the viewer can find different Grey Goose recipes.

Subjective

Incredibly Impressed with Grey Goose, I completely enjoy their ads. Only having a few adverts, Grey Goose's reputation is unbelievable. The name is so widely recognizable for only being around for a short time. In an article at inc.com (http://www.inc.com/magazine/20050901/qa.html) the creator of Grey Goose, Sidney Frank tells how he created the vodka mostly because vodka doesn't have a shelf time and it can be sold right away. His vision and execution of Grey Goose is an example for all entrepreneurs. The website is also incredibly striking, being fresh and clean, it gave me so many options that were beyond just the vodka. Able to find how to make drinks and even sponsorships that they were involved in, the website gives a range of information.

Personally, Grey Goose's semblance to modest luxury has won me over. Next time I order a martini, it will start with Grey Goose. The success of this vodka is phenomenal and is, up to this point, number one on my list. It's advertising isn't the astonishing piece here, but rather the remarkable reputation Grey Goose has earned despite its minimal presence in the advertising world.

advertisements courtesy of camy.org, visit Grey Goose at www.greygoose.com

Belvedere Vodka

Objective

With so many up and coming vodkas it's hard to keep track of them all. Still, a few companies are able to reach that certain tipping point and make their names recognizable by the most common to the most prestigious drinker-today, one of those vodkas is Belvedere. Boasting luxury and elegance, Belevedere has become a prevalent name in the vodka community. Exploring its website and several print ads one can get a clearer understanding of its message and intentions.

Upon entering Belvedere Vodka's website one delves into a world of seeming luxury and elegance. Their target market obvious, the welcoming faces are those of upscale rich young 20-30 year olds, a somewhat unrealistic concept. The people slowly fade into a close up of numerous bottles with their lower halves immersed in diamonds. The home page link reading ever so appropriately: "The Beautiful Life." To say that Belvedere bombards the viewer with the stereotype of the rich and beautiful as their drinker would be an obvious understatement. To learn more information about the vodkas the sub header emerges: "polish luxury vodkas" indeed Belvedere is to be regarded as high class.

When looking at their print ads one gets a different take on the product. Advertising predominantly in music and entertainment magazines such as Vibe, Entertainment Weekly, and Rolling Stone Belvedere appears to want to appeal to the Hollywood worshippers. Taking a creative take on their ads, Belvedere published the two following ads in the year of 2004:

With the consistent Polish trademark phrase: NA ZDROWIE, which translates into "To your health" or more commonly "Cheers" Belvedere congratulates both Jay-Z and Quentin to their successes of the year. Informal and albeit creative, Belvedere mixes art and class while incorporating their product.


In two other ads that were widely run in about four or five different magazines, Belvedere takes a two page approach to their advertising:















One with the line, "Do you want a drink or do you deserve a Belvedere?" and the other "Who has earned their Na Zdrowie? Who has earned their Belvedere?" the two ads are clever, clean and to the point.


Subjective

Though there were probably some other ads I could have posted, I found the availability of Belvedere ads to be limited. The ones I did find, and have written about are seemingly bland. For me, these ads are the typical liquor ads trying to catch you with their one liners, and creative phrases. Belvedere does try, but not hard enough or suave enough to win me over. The brand seems young still and hopefully their advertisements will grow in strength and potency. Until then Belvedere just remains a bland subject for me.

Ads courtesy of camy.org, visit belvedere's website at www.belvederevodka.com

Revival

Having started this blog for a class project, and a mere grade, I set it aside and barely gave it a second thought once the class was completed. Upon reading a marvelous article on blogs in general it got me thinking that this one could continue on. Advertising in the alcohol industry continues to intrigue me and my opinion as well as examples, I feel, should be available for the public's access. That said, look for my continued posting as I will try and get a new post up as soon as tomorrow.