Tuesday, December 7, 2010
CONSUMER & COMPANY
Determining which approach companies lean towards can be challenging and difficult to parse out, however some advertisements are conveyed through both the consumer and company’s voice. in this case, Belvedere Vodka chose to demonstrate their product in both the company and consumers’ voice.
Belvedere vodka is located on the higher shelves than most other competition, but definitely cannot rely on their finest quality or lavish reputation since they are not known for such. The ad’s headline, “BELieVE,” implies the “too-good-to-be-true,” feeling of their vodka’s price, and more importantly, quality.
Is it the company speaking? Or is it the consumer? In my opinion, it is both. This ad can be interpreted either way, but based on the context and feeling of the ad, the consumer and company can equally be personified.
Even down to the exposure and share of the ad between the target market and the vodka itself is split 50/50. Noting that both the product and consumer share a full-circle relationship with the subheadline, “trust your instincts.”
I think the approach to delivering the message effectively by using both voices works in this instance. Vodka does not need to focus only on itself and its product, they must incorporate the markets and people who enjoy going to lavish, swanky parties and enjoy some fine-quality vodka as well.
Nor can they focus completely on the consumer or allow a transparent feeling such as the Discover Card example. Vodka companies have to show appreciation for their consumers as well as show off their superior quality to those who have developed a brand loyalty to particular lines of liquor.
I think the headline, “BELieVE,” is an excellently executed play-on-words with the name, “Belve,” for Belvedere and allows the consumer to interpret their thoughts and associations with the quality of this vodka.