2011 Bronze Effie Winner “Voted _1 Vodka of 2033” - Amazon S3 by huangyuarong

VIEWS: 2 PAGES: 10

									                                              2011 Bronze Effie Winner

                                       “Voted #1 Vodka of 2033”
                                      Category: Sustained Success
                                          Brand/Client: SVEDKA
                                 Primary Agency: Spirits Marque One LLC


    Strategic Challenge
                               Could Another Swedish Vodka Take on Absolut?
                          SVEDKA: from upstart to challenger to contender in 5 years.

    In 2005, SVEDKA had an established Value Brand with sales nearing half a million cases: a critical
    industry benchmark. We had created a niche by being the first Brand to introduce an imported,
    high quality vodka at an affordable price, and we had been gaining traction predominantly in liquor
    stores, but not in higher-profile on-premise bars and restaurants.

    We had little brand visibility; we were 17 th in overall sales, and #5 in imports – outsold by Absolut
    10 to 1 and Stoli by 4 to 1. We had reached a turning point: Either keep growing modestly with a
    value position or invest in creating the first “cheap chic” Vodka Brand. To succeed at the latter we
    faced three seemingly insurmountable hurdles:

         1. Formidable competition at distribution: Absolut, Stoli, Skyy and Grey Goose had established
            Brands, deep pockets and well-oiled distribution machines with strong trade relations. In
            contrast, in 2005 SVEDKA was still an independent startup being represented by smaller
            regional distributors (note, SVEDKA was purchased by Constellation Brands in 2007, but
            was not consolidated into their distribution until 2009). Later, as SVEDKA began to succeed,
            new brands including Sobieski and Pinnacle were introduced, mimicking SVEDKA‟s high
            quality/low price point formula. While it was flattering to spawn imitators, in 2007 and

                                                               Effie® Awards
                                                          th
                                                 116 E. 27 St., 6th Floor, New York, NY 10016
                                                    Tel: 212-687-3280 Fax: 212-557-9242

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual
property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to
reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of
the Effie Awards.
              beyond, consumers and trade began to have more choices and SVEDKA had a new set of
              competitors.
         2. Consumer & trade perceptions: Absolut had one of the most famous advertising campaigns
            of all time – it set the bar for consumers and trade. Together with Stoli and Grey Goose,
            they educated consumers what to expect from vodka. People equate price with quality even
            though vodka is odorless, tasteless and colorless. As “cheap” vodka, we lacked critical
            badge value.
         3. Limited resources: SVEDKA has had to make more with less. In 2005, our share of voice
            began at less than 2% and never exceeded 7% over the next 5 years. At various points we
            were outspent by Absolut by up to 30:1 and outmaneuvered in manpower 100:1. SVEDKA
            has also had limited consumer research budgets throughout the period: there‟s been no
            brand tracking, limited strategic focus groups and modest investment in industry data.
    The Challenge was to overcome these three obstacles to take on the big guys and win. To
    challenge the category and create a new identity for vodka.


    Objectives
    Objectives
     Business: Reach 2 million in case sales by 2010; this meant SVEDKA would become
       the #3 import
        This necessitated a fourfold increase in average case sales vs. the preceding 7 years, from
          an average of +64,000 cases/year to +259,000 cases/year in the next 5.
        Note that actual case sales targets differed year over year beginning with hitting 1MM cases
          and increasing incrementally to 2MM; this is the total goal over the 5-year period.

        Distribution: Gain entry on-premise (restaurants, bars and clubs) adding an average
         of 2,000 accounts/year and growing from 1,600 to 13,600 outlets
          This would require convincing the trade to make room for us as a credible Brand that
             consumers would ask for, a huge perceptual shift from the current price position.

        Behavioral: Steal share from premium vodkas, in particular establishing consumer
         preference from Absolut and Stoli drinkers
          This goal drove our messaging, media targeting and channel strategies.
          Nielsen switching data was used to evaluate whether we were gaining share at the Brand
            level and not overly bottom feeding from price brands.
          We did our first-ever copy test this year to ensure that a new investment in TV created
            purchase interest amongst competitive drinkers and hit key strategic messaging goals.

        Perceptual: Establish a legitimate Brand respected and known by consumers and
         trade
          This was measured by a combination of PR impressions, trade response, and general
            zeitgeist. As stated above, SVEDKA does not do tracking research. We felt that if consumers
            were buying us instead of the big icons, we were on the right path.




                                                               Effie® Awards
                                                          th
                                                 116 E. 27 St., 6th Floor, New York, NY 10016
                                                    Tel: 212-687-3280 Fax: 212-557-9242

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual
property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to
reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of
the Effie Awards.
    The Big Idea
    SVEDKA will own the future: defined as an optimistic and progressive place where there are no
    rules or boundaries, and you are free to be your fun, flirtatious, and outrageous self.

    Market analysis informed the strategy, coupled with the recognition that short marketing dollars
    required a strongly differentiated Brand perspective.

    Insight #1) Create a new category
    segment – “cheap chic”
    Market mapping revealed a wedge
    opportunity to create a space between
    cheap domestics and “snooty” imports.
    This challenger stance required convincing
    people that price, cachet and quality can
    go hand in hand. In the way that Jet Blue
    and Target revolutionized their respective
    categories.


    Insight #2) The future is a new frontier
    Competitive positioning analysis showed vodka‟s predictable and formulaic approach: a bottle shot
    was paired with a product “benefit”, cocktail recipe and a reference point of heritage or
    provenance. “The future” could make other Brands look passé by enabling a suspension of disbelief
    and presenting, with a sense of humor, insights into what “good times” lay ahead.

    Insight #3: Put fun into the category
    The competition also promised young adults social acceptance and cachet, with implied exclusivity.
    To “zag” SVEDKA could be populist and embrace the outrageous and flirtatious behavior that
    young adults truly embrace when consuming vodka. Rather than promoting elitism, the Brand
    would instead be the intelligent life of the party, putting fun into a category that takes itself too
    seriously, and be deliberately self-effacing. Accessibility was a natural fit for a Brand promising
    great value.




                                                               Effie® Awards
                                                          th
                                                 116 E. 27 St., 6th Floor, New York, NY 10016
                                                    Tel: 212-687-3280 Fax: 212-557-9242

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual
property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to
reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of
the Effie Awards.
    Bringing the Idea to Life
    Communications Strategy
    Embracing our stance as a Challenger Brand, the plan was to deliver a unique and provocative idea
    with maximum visual impact. We could not afford to blanket the marketplace to compete head to
    head with Absolut or Stoli. So we had to be loud, nimble and focused. We chose influencers over
    mass, surrounding the target with a 360 degree messaging strategy: delivering 100% integration
    at every point of contact from traditional channels, to in-store vehicles, to PR and brand
    partnerships.
    Over the years we stayed true to this approach using three creative assets to deliver our position:
    1) “Voted #1 Vodka of 2033”: a tagline that delivered the future positioning and a tongue in
        cheek superiority claim
    2) SVEDKA_Grl: a futuristic, alluring, and attention-grabbing fembot created by Stan Winston of
        Terminator fame who acted as Brand Icon and “Spokesbot”
    3) Social Commentary: An uncompromising approach in addressing timely pop-culture topics with
        a future twist, relevant to our target audience

    Our creative approach made a splash, receiving attention from consumers, the press and the
    industry. And in spite of the protestations of certain conservative policy makers and distribution
    outlets, SVEDKA stayed the course with its core strategy, while continuing to update copy and
    visuals to keep our campaign fresh and relevant.

    Campaign Tactics and Examples
     In 2005 – 2007, SVEDKA ran print ads in regional issues of premium titles like Details, GQ, W,
       Wired and Vanity Fair and while OOH focused on 6 trend markets.
          o Contextual placements and messaging reinforced the future position and targeted early
              adopters vs. mass consumers. For example:
                 - “Madame President and her First Lady serve SVEDKA at all official state
                    functions” (The Puck building)
                 - “SVEDKA toasts Hollywood for making celebrity worship the world’s fastest-
                    growing religion” (Daily Variety)
                 - “Welcome to LA, home of the first drive-thru plastic surgery window” (Sunset
                    Strip)
                 - “I go both ways, straight up or on the rocks” (Bus sides in New York City)

        PR, events and partnerships aimed to get buzz and reach influencers. Select examples include:
            o SVEDKA Erotica Reading Series. A multi-year celebrity event series brought the brand‟s
                outrageous personality to life. Celebrities such as Jeremy Piven, Rosario Dawson and
                Alan Cummings read from their favorite literature at a-list nightclubs.
            o    “2033: The Future of Misbehavior” a customized anthology published by Chronicle
                Books and sold at B&N featured top authors penning original short stories based on
                themes from our ad campaign. The selection included Rick Moody‟s The Re-pornification
                of Times Square, Lisa Gabriele‟s The 100% Divorce Rate, and Douglas Rushkoff‟s Why
                70 is the New 30.
            o “Make Cocktails, Not War” Gay Pride Floats participated in the 2007 Parades LA, DC and
                SF, promoting a timely socially relevant message. Floats featured famous drag queens
                drilling go-go boy troops to rally the crowd.
        Events and promotions stayed future focused:
            o Custom cocktails including Fembot Fatale, Cyber Flirt, and Peeping Android
            o Futuristic barware (ice buckets, infusion jars, condiment trays etc.)
                                                               Effie® Awards
                                                          th
                                                 116 E. 27 St., 6th Floor, New York, NY 10016
                                                    Tel: 212-687-3280 Fax: 212-557-9242

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual
property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to
reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of
the Effie Awards.
              o  An on-premise interactive photo booth was installed on promotion nights and allowed
                 consumers to get their picture take with SVEDKA_Grl in futuristic environments. These
                 images could then be downloaded, posted or emailed to friends.
        We maximized the store environment, a typically cluttered environment:
             o Life-sized standees, holographic posters, hang tags and collateral materials featured
                 SVEDKA_Grl vs. the industry standard of logos & bottle shots
             o We even plastered every case of product with SVEDKA_Grl and “Voted #1 Vodka of
                 2033”so stacked cartons create an eye-catching in-store billboard
        In 2008, our “Join The Party” campaign referenced the year‟s biggest event – the Presidential
         election, with SVEDKA_Grl campaigning on pillars including: Life, Liberty and the Pursuit of
         Happy Hour, No Cocktail Left Behind, Put a Fembot in the White House and Give Peace a Shot.
        In 2009, we completely redesigned our packaging. The distinctive bottle shape and design cues
         reinforced our cachet and in-store visibility; further convincing the trade that SVEDKA was hot
         enough for bars and clubs.
        In 2010, we introduced a new and cheeky call-to-action, R.U. BOT OR NOT? A play on the
         ubiquitous pop-culture catchphrase, „Hot or Not,‟ the line is designed to reinforce our future
         credentials and bring our „spokesbot,‟ SVEDKA_Grl, front and center.
             o This catchphrase was supported by SVEDKA‟s first ever TV campaign, part of a
                 deliberate strategy to increase Brand visibility and support on-premise goals. By setting
                 it in a futuristic nightclub, we reinforced consumption of SVEDKA in a social, on-
                 premise, context, not just at home. Further, we had the opportunity to say the Brand
                 Name out loud, since we knew its Swedish name could trip up people used to calling for
                 Absolut.
             o The „Soul Train meets 2033‟ commercial was integrated in digital and social media, and
                 was launched with a high-profile dance-off event called „Battle of the Bots‟ where Kim
                 and Kourtney Kardashian coached dance teams performing a customized version of the
                 robot dance as inspired by the TV commercial.




                                                               Effie® Awards
                                                          th
                                                 116 E. 27 St., 6th Floor, New York, NY 10016
                                                    Tel: 212-687-3280 Fax: 212-557-9242

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual
property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to
reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of
the Effie Awards.
    Communications Touch Points




    Additional Marketing Components:
    None.

    Reach:
    Local, Regional, National.

    Total Media Expenditure:




                                                               Effie® Awards
                                                          th
                                                 116 E. 27 St., 6th Floor, New York, NY 10016
                                                    Tel: 212-687-3280 Fax: 212-557-9242

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual
property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to
reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of
the Effie Awards.
    Results
    How do you know it worked in the initial year and over time?

    Detail why you consider your effort a success. Refer to your specific audience and to your objectives and measurement
    tools in 5b (results must relate directly to your objectives – restate them and provide results in the initial year and over time).
    Demonstrate how you met or exceeded the objectives over time using quantitative and behavioral metrics or other measurement
    tools you described.
    Explain, with context, why your results are significant. Identify shifts in brand perception, consumer research and tracking
    results and how they contributed to evidence of results over time and to the continuation of the case. Did your effort
    drive business? Did it drive awareness and consumer/business behavior? Use charts/data whenever possible. Explain what x%
    means in your category and for your audience. For confidential information proof of performance may be indexed if desired.
    Numerical results lacking context regarding why they are significant will be disregarded.
    Make sure you address every objective whether fully achieved or not. Make sure your results and objectives are framed in the
    context of your audience.

    Do not assume judges know what equals success in your category/competitive context or where your product/service and budget
    was before and after the effort – explain.


    No other brand in the history of Spirits has grown as rapidly as SVEDKA. In five short
    years, the brand grew from 500,000 cases to 3,500,000 cases, along the way eclipsing
    both Stoli and Ketel, being named IMPACT Magazine’s “Fastest Growing Spirits Brand in
    the US from 2004-2009,” and “#1 Growth Brand within the top 100 Premium Spirits
    Worldwide,” spawned numerous imitators, and is only a few steps behind both Absolut
    and Grey Goose for total sales (both brands have stagnated while SVEDKA is still
    growing at 32% CAGR (Adam’s Liquor Handbook 2010)).

    Following were our five-year objectives and results against each:


    Objective 1. Grow annual volume sales to 2MM case sales by the end of 2010.
    To get to # 3 import vodka brand would necessitate a fourfold increase in the average number of
    cases added over the next six years vs. the preceding seven years, from +64,000 cases to
    +259,000 cases per year. It would also require that SVEDKA become the fastest-growing brand in
    the category.

    Results:
       A. By the end of 2009 SVEDKA
          became the # 3 import brand
          one year early, overtaking Stoli
          and Ketel.
              Source: Adams Liquor Handbook 2004-
              2009




         B. We hit our sales goal of 2 million cases 2 years early, by the end of 2008 (actual sales
            2.1 million cases). In 2009, SVEDKA added more than 1 million cases in sales, while no
            other top 25 Brand has grown by more than 300,000 cases during that time (IMPACT).
            Actual sales for the 12 months ending August 2010 topped 3.5 million cases, 75%
            ahead of our 2010 full year target. Which means we added almost double our target of
            +259,00 cases per year. (SVEDKA sales data).

                                                               Effie® Awards
                                                          th
                                                 116 E. 27 St., 6th Floor, New York, NY 10016
                                                    Tel: 212-687-3280 Fax: 212-557-9242

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual
property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to
reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of
the Effie Awards.
         C. Based on these results, IMPACT Magazine named SVEDKA the fastest-growing vodka
              brand in the US in 2007 and the fastest-growing spirit brand in the world in 2009.
              (IMPACT is one of the leading industry trade publications and data source).

    Projecting our annual growth rate forward vs. Absolut and Grey Goose, there‟s every chance we‟ll
    be the #2 import by the end of 2010, and overtake mighty Absolut in 2011.




    Source: Adams Liquor Handbook 2004 – 09

    Objective 2. Build distribution on-premise, adding an average of 2,000 accounts/year
    and grow from 1,600 to 13,600 accounts by end 2010. Gaining distribution on-premise is
    important to build Brand credentials and gain the respect of both the trade as well as our core
    socializing target. With just 1,600 active on-premise accounts secured by 2004, we set an
    aggressive target of 13,600 outlets by end 2010, which meant adding 2,000 accounts each
    year for the next 6 years.




    Results:
       A. Total on-premise accounts exceeded the goal
          of 13,600 outlets by end of 2010, and is on
          pace to total 33,142 by the end of 2010. On-
          premise has grown significantly ahead of
          plan, indicating that SVEDKA has been able
          to leverage strong off-premise momentum
          into on-premise success, adding an average
          of over 3,000 accounts per year since 2005.
              Source: SVEDKA

         B. In addition to total accounts sold, SVEDKA has gained the respect of some of the most
            noted establishments and key bartender/owner trade, especially since redesigning and
            relaunching the packaging in 2009.

              Select testimonials:
              Richie Akiva and Scott Sartiano, owners of NYC‟s Butter Restaurant and 1Oak Nightclub:
              “SVEDKA is our go-to vodka. It’s the only flavored vodka we carry. We use it as our
              VIP/comp bottle for our most exclusive guests.”
              San Diego: Gaslamp Tavern‟s head bartender: “The SVEDKA brand – both the bottle and

                                                               Effie® Awards
                                                          th
                                                 116 E. 27 St., 6th Floor, New York, NY 10016
                                                    Tel: 212-687-3280 Fax: 212-557-9242

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual
property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to
reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of
the Effie Awards.
              marketing campaign – is premium, A+. Cutting edge style, premium bottle and I’m
              charging the same for SVEDKA as I do for Absolut and Stoli, based on how good the bottle
              looks behind the bar and all the great marketing they do!”
              A small but very elite national account, Sushi Samba created a massive bottle display in
              their newest unit in Las Vegas, based on the SVEDKA bottle design. Owner Shimon Bokovza
              states: “It just looks so much more modern and sophisticated, more so than Stoli and Grey
              Goose - that look so outdated.”

              David Judaken, one of LA‟s biggest nightlife
              impresarios (can we add account names?),
              states: “We use SVEDKA in all my venues as
              the go-to vodka brand. The bartenders love it
              and my demographic of customers of the
              hippest, in-the-know 20-30 somethings in LA
              favor the brand more than those old dinosaur
              brands.”



    Objective 3: Steal share from premium vodkas, in particular establishing consumer
    preference from Absolut and Stoli drinkers


    Results:
       A. Nielsen Switching Data shows net gains
          from other imported and premium brands to
          SVEDKA, showing strong preference for
          SVEDKA over other options.
              Source: Nielsen Homescan, 2009




         B. Copy-test results of 2010‟s TV commercial showed that the SVEDKA message and Fembot
            significantly increased association of key brand attributes pre-post viewing. All relevant
            measures moved significantly with some more than doubling.
            Source: Greenberg Research, 2010

              Purchase Interest among drinkers of competitors increased significantly pre-post viewing,
              with off-premise interest growing 9 points, and on-premise purchase interest almost
              doubled, from 18% to 32% agreeing to Definitely purchase SVEDKA.
              Source: Greenberg Research, 2010




                                                               Effie® Awards
                                                          th
                                                 116 E. 27 St., 6th Floor, New York, NY 10016
                                                    Tel: 212-687-3280 Fax: 212-557-9242

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual
property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to
reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of
the Effie Awards.
    Objective 4: Become a legitimate Brand respected and known by consumers and trade
    Results: A legitimate brand has followers.
       A. PR impressions: a brand that gets covered. In
          2005 SVEDKA got a measured 65MM press
          impressions. For the full year of 2009, this
          number had grown 15X to over 1B press
          impressions gained. In 2010, we are currently
          trending ahead of 2009, and by the end of August
          had 660MM impressions contributing over $15M
          of additional brand exposure.
       B. Social numbers: measured as a brand with
          friends. In 2010, we invested in growing our
          social network and grew form zero to 50K “likes”
          by August. Daily page visits average 10,000, and the combined effect of fan‟s comments,
          wall posts and news streams to their own pages has contributed over 2.2M brand
          impressions.
       C. Consumer Participation: measured as a brand that consumers want to interact with. For bar
          promotions, SVEDKA installs an interactive photobooth that allows patrons to photograph
          themselves with SVEDKA_Grl in a futuristic setting. Over the course of the year, SVEDKA
          does about 600 promotions. On average, 150 people interact with the booth at each
          promotion, and 79% will go to the SVEDKA website to download their photo the next day.
          That‟s 71,100 fans per year downloading their branded photo to send to friends or share
          on social sites.


    Anything else going on that might have helped drive results?
    No other factors.




                                                               Effie® Awards
                                                          th
                                                 116 E. 27 St., 6th Floor, New York, NY 10016
                                                    Tel: 212-687-3280 Fax: 212-557-9242

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual
property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to
reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of
the Effie Awards.

								
To top