Here’s an interesting one.
My initial thoughts were as follows…A send up of “Parkour” runs as a nice piece of entertainment – it does engage you in the story and the inevitable conclusion. The question is does this build brand awareness for Vitek and give you any reason to buy?
Is it really motivating to suggest that the brand is distilled by Peasants and drunk by Royalty? (I keep thinking about hygiene issues). I’m also not sure that the “made in Australia” claim sits well with the brand positioning around Polish distillers?
There is a series of these and we are encouraged to believe that the distillers, whilst expert in making the vodka, are a bit eccentric when it comes to other skills. Presumably through their single minded dedication to the art of making vodka.
If there was some indication as to why we might believe that the Polish peasant brewers are the best distillers it would help.
Perhaps I’m being a bit too literal and critical, but I do feel that the motivation is lacking to buy the brand when there are so many other alternatives.
So given my skepticism, I went on-line to find out more and uncovered a convenient brand truth!
This is an on-line venture and in his own words goes like this:
“My name is Vitek, I was born in Poland, and grew up watching my father not only infusing vodka but also distilling it. So by the time I was a teenager, I knew how to put a bag of potatoes into a bottle.
Regardless of what I was doing professionally I always considered vodka a hobby – until now – suddenly it’s a job and a business.
Like all hobbies you become a bit of an authority on the subject and today I am regarded – in all modesty – as one of Australia’s leading vodka experts.
By applying traditional infusion methods that have been in our family for generations, to a contemporary product, I have created a range of fresh produce vodkas that have received both critical and commercial acclaim. They are Rose, Coffee and Strawberry.
Vitek Vodkas are purposely at 25% A/V because they are designed to be enjoyed for their flavour. They can be drunk with food, as a sipping drink or just hanging out with friends – much like wine. Doing that at 40% A/V, which most vodka is, would get you so trashed you would be losing friends instead of making them.
Like all vodka, Vitek Vodka should be drunk very cold. Put it in a freezer for a couple of hours or in the fridge for several hours before you drink it. Come in, have a look around and get real with the only flavoured vodka that’s made from real ingredients not chemicals.”
I then spotted some magazine articles (Vogue no less!) on Vitek and was left wondering why the ads don’t bring more of this marvelous provenance and product differentiation to life! There is some creative gold in the Rose, Chocolate, Coffee and Strawberry frozen sipping infusions, as the magazine articles point out.
Couple this to a genuinely interesting and innovative website and the product differentiation leaps out at you.
From skeptic to fan in a matter of clicks.
A sin to say it (..to some), but perhaps spending more on the PR campaign will build this into a bigger and better proposition!