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