Pretty honest for a campaign
Not that I'm planning on turning this into a wodka blog (see previous posts on Smirnoff), but this is turning into a fantastic saga in Belgium.
Eristoff's brand idea in Belgium is built on 'pretty honest for a wodka', and if I recall correctly it was kicked of by a series of top topicals around Justine Henin's efforts in a tennis tournament. You get a reduction for tapping into the news when advertising in newspapers so they just stuck up a big tennis ball next to a bottle and explained why they did so.
In the years that followed we got this tv-commercial:
The proof of the pudding is in the eating, and LG&F celebrated their Effie award with this movie.
Bi!l Smith, the Eristoff CEO, became an almost mythical character, now featuring on the CEO blog of De Standaard, a major Belgian newspaper. Text is in english and it's a terrific read... Oh, and make sure to follow the link to their billion dollar page.
A great example of the way you can build a campaign from a coherent (note the lack of the word consistent) story.
I love it, but have you seen this already? Strange how they also have such a boring declination ...
http://hangar99.blog.com/2029236/
Posted by: sideburns | 23 August 2007 at 21:28
True, but then again, it's just part of the whole joke I fear.
I did not like the YouTube stint either (because it's fairly easy to find it without reading the ceo blog).
But it is kind of hilarious if you see it in the 'Bill Smith goes 2.0' context. Just like the Flickr photo set.
Posted by: Yves | 23 August 2007 at 23:30