Posted by Sheila Shayon on August 11, 2010 12:45 PM
We appreciate that vodka is a crowded and competitive category, so we can't blame Van Gogh Blue for embarking on a new campaign to woo women. We're just not convinced that the ads will appeal to the target demo, assuming they're going after career women, as the print campaign aims to titillate (exhibit A, right).
The vodka brand's pitch to women in the 25-44 demo is “You, unbottled.” We'd love to know who "You" is, and if this provocative and cheeky campaign will seriously attract women to choose Van Gogh Blue next time they order a greyhound — maybe Van Gogh would prefer they order a dirty vodka (martini)?
Another ad features a woman with long legs, martini glass in hand, and the caption: “I like my vodka straight but my friends can go either way.”
Of course, the branding strategists at Van Gogh would argue that they're just trying to “stand out in the clutter and glut,” as Jonathan Bleiberg, COO and president of Van Gogh vodka and gin distributor Luctor International tells the New York Times.
He also blogged about the campaign, "leave the kids with the babysitter, and join the party." So this is aimed at moms? Continue reading...