Analysis of Project in the Real World

While putting together this campaign I have learned about what it takes to put together an advertisement that means something, stands for something, makes sense, and is attractive to everyone that is interested. The ad is supposed to be directed at as many people as possible. It’s hard to catch ones attention when they are underage, a recovering alcoholic, or practicing a religion that forbids altering your state of mind. I think that eight out of ten people will have their attention caught by this ad campaign.

Creative Content

For this campaign I have laid out a series of events that all have someone drinking or holding the bottle of Grey Goose in some way. For my television commercial I envisioned the bottle jumping from scene to scene and having the characters toss, kick, and catch the bottle as the scenes move forward. I tried to lay out a storyboard show you what I was thinking. “A storyboard is a series of drawings, sketches, or photographs of key shots of a planned television commercial, accompanied by text, used to visually explain an idea.” (Advertising by Design pg. 213) Building a storyboard it like a diagram of the commercial to present to your client so they can see how you put their thoughts together on paper. After the client approves the story board, it is used to explain the idea to the director of the commercial. “Seeing an idea in pictures, almost like a cartoon strip helps everyone better understand how the idea will play out on television.” (Advertising by Design pg. 214) Advertising is one of the biggest ways to be heard and get your name, brand, or product out into the world. People love watching television. “People watch television mostly to be entertained. Entertaining programming attracts sponsors. And advertising sponsors means revenue.” (Advertising by Design pg. 206) In a print ad you have one or two seconds to grab ones attention, and if you didn’t, then you have lost them, period. On a television commercial if you lose ones attention in the first two seconds, you have the ability to grab it in the next five to ten seconds. The only way to catch ones attention is to be interesting. And once you have found how you are going to put it out there, your print ad should be in multiple magazines during the course of a few months. Your television commercial should play multiple times a day on several different channels. I have already lined up which magazines and television channels this commercial and print ad will be going to. The commercial will be playing every night once every two hours and I have chosen Vogue, Cosmopolitan, GQ, ELLE, and Glamour magazines to place my ad in.

Promostion

Promotion “became clear that one had to do more than create a brand identity. How do you keep it in the consumer’s mind? Do you advertise a functional benefit? Or do you appeal to the consumers emotions? Is advertising a science? Is it the art of persuasion? Is it the art of endearment?” (Advertising by Design pg.4) Answering those questions one by one, keeping the identity in the consumers head is just about being creative and having a campaign that stands out, is funny, dramatic, shocking, and appealing to people is very important. I wanted the ad to stand out like these people are having fun, and having the bottle and the blue of the label help keep that ad in the audiences mind. Grey Goose benefits from the region's rich history of creating luxury foods, wines and spirits. The maître de chai for Grey Goose vodka ensures that every element of its production is of the highest quality. Its function is to be enjoyed by many as they sip or drink this smooth tasting top notch drink. Appealing to the consumers emotions is also a very good way to keep their attention, make them feel something for this brand not just the product, make them feel that we care about how they feel about our product and company. Advertising is definitely an art persuasion; it’s not an easy thing to just tell people to spend their money to buy your product. The thought in most consumers head is ‘how will this benefit me?’ In my campaign and with this product the consumer benefits the most with the experience that they receive while drinking Grey Goose. I think that advertising is a science that many people have figured out how to conquer it and many people don’t even know that there should be a concept or a theme with their advertisements. It is all about figuring out how to present yourself. “Create a unique selling proposition- a selling point that communicates a singular message- and repeat it over and over again so that it sticks in the consumers mind.” (Advertising by Design pg. 5) Is it the art of endearment? Absolutely, for both the supplier and the consumer it is all about the act of endearment. A consumer isn’t going to buy your product if they don’t feel the love coming out of each glass after every sip that they take, and the supplier is going to have a hard time selling the product if they don’t believe in it, love it, or drink it themselves. That’s why I chose this alcoholic beverage to sell, because I truly love the product that they put out. It is delicious, smooth, and the experiences that I have shared with my loved ones while drinking Grey Goose has stuck in my mind and I will buy it time and time again because of all of those things.

The Big Idea

The big idea for my Grey Goose vodka campaign was to attracted as many people as possible to do nothing but of course sell my product. I came up with a catchy tag line, that if I was not the designer and I heard them ask if I was a top notch drinker, I would buy their product to answer their question as a yes, and to have that label as a top notch drinker. I didn’t want to try and compare my company to anyone else’s company because “comparisons can be mean-spirited and often uninteresting.” (Advertising by Design pg. 79) I just have to face it that I am not going to win someone over that has been drinking Skyy vodka their whole life because they love the taste. So keeping people interested in what we have done and still can do is how I will keep people buying our products. In my campaign I am saying that you could be anywhere or anyone to enjoy the top notch drink made by Grey Goose. Or someone could take the ad campaign as if they drink Grey Goose then they too could feel like a top notch drinker and they too could go to these places and fulfill the goals they want to accomplish and then celebrate after. I feel like a visual is all someone needs to take their mind into an imagination state, where they think of themselves in the same or very similar situation. My campaign is aimed at all different kinds of people, young, old, successful, or just an average Joe, and for all of those people there are different flavors and even different sizes of bottles.

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.

A Top Notch Drink... Grey Goose... Are You A Top Notch Drinker?

Grey Goose
Coming up with a band new slogan or claim as they call it now for Grey Goose was kind of difficult because I was trying to not sound like something they have already used in the past. But I wanted to make sure that it sounds like something they would say also. I came up with ‘A Top Notch Drink... Grey Goose... Are You A Top Notch Drinker?’ I have put this into my campaign using all different types of people. In the book Advertising by Design on page 195 says “the tag line should embody the overarching strategy of an ad campaign, conveying the benefit or spirit of the brand or social cause.” I have incorporated this into my designs and have taken this advice on making my claim fit with my campaign.