Take Effen Vodka.
Compelling reason to buy? Smoothness. BFD.
Name? Dutch for "smooth." If you say so.
Strategy? For 5 years, it's been all about smoothness -- evidenced by cool design.
Hm. Must not be working. Print lines are working the frisky name.
("Frisky" as in "cheeky" at one end of the spectrum, "disappointing" at the other.)
For a year now, headlines have pulled out every tired "wink-wink, nod-nod" cliche:
What's better than Effen?
Effen in the dark.
There's nothing more satisfying than Effen on a plane.
Everyone enjoys Effen in the penthouse.
Snore, snore, snore.
If ya got nuthin' but attitude, it shows.
In contrast, this year's initiative, "Cocktails by Design," returns to the original strategy with what looks like fresh thinking.
Let's see if it pays off for the brand.
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