Creative Analyses

I did research of my competition. There are many different vodka companies that I just picked one to go against. So I picked Skyy 90. They describe how the vodka itself is made, how it tastes, and how you should feel when you drink it. They say that you have to want the luxurious lifestyle. Then the lifestyle is distinguished by superior taste through high design. They compare their design to furniture, technology and architecture. They use a master distiller to make the world’s first one hundred percent distillate to make the most luxurious taste for vodka. I think that the problems that they have are that they only really tell you what the process is in how they made the vodka. They probably should have put together something with people drinking their product. Or they already have the visuals but they don’t really have a catchy tag line, slogan, claim, or end line. “In both unconventional and conventional approaches, the key is that visual and words together communicate a whole message that is greater than the sum of the parts.” (Advertising by Design pg. 187) “The visual and words should work cooperatively, complementing each other; this doesn’t mean that the line and the visual have to be similar; one has to be the yin and the others yang, to complete the other.” (Advertising by Design pg. 188) They draw customers in by the way they make it sound that you feel rich when you drink it. They also have had customers for a very long time that buy their product because that’s what their parents drank. They have some sort of emotional connection to the vodka itself. Not saying they have a problem or anything, it could just be that some of the most amazing nights of your life that you have had, you have been drinking that brand. I think that they plan on improving by further putting themselves out there as does Grey Goose, and putting out extensions to their main brand of vodka like that did with Skyy 90 and all the “natural” tastes they have produced.