Ambassadør Vodka

Admin

Global

Designed by Bleed, Norway.
Designer: Joakim Jansson

The concept is based on an honest before/after approach of drinking vodka, without concealing the harsh reality. The consumer can peel off the white paper label on the front of the bottle. After doing so, an inverted black copy of the front label is revealed on an underlying layer. Glancing at the label from the other side of the bottle displays the message “Full Immunity Granted” (when you drink Norwegian Ambassadør).

On the reverse side of the label that one peels off the consumer discovers a photo from an after-party with an invite from the ambassadør to participate and engage online by tagging their own party pictures with #norwegianambassador on Instagram.

The site Full Immunity Granted will fetch every photo tagged this way and generate a canvas of Norwegian Ambassadør party pictures from all over Russia. The best pictures will be used on the back of label of the upcoming bottle of Norwegian Ambassadør with a personal greeting from that person.

Due to the limited marketing budget, we based our concept on the use of social media to get users to actively participate and engage with the brand. Here we have chosen unconventional methods of promoting the product (with the peel-off label strategy) to generate publicity with a slight element of surprise.

  1. Terrible and cheesy. It represents the takeover of spirits by a handful of mega-corporations at a time when the average bourbon drinker is facing the current economic chaos and redistribution of wealth to the 1%. In this the dollar bill ripoff is entirely appropriate. This designs screams "premiumization", which has more and more meant unjustified price increases. OGD is the people's rum, but this design runs away from them to the upper classes. Same juice, but with this presentation triple the price. Flat, hard to pour, less robust bottle. Requires excessive shelf and bar space. Tosses away the value of long tradition and history. Many OGD regulars will resent this near total abandonment of the brand's hard earned image.

    Typical. You'll do well. But you'll have to find a job and be saddled with student debt first.

  2. OTOH, the "evolutionary version" is much better and better retains OGD's long and hard earned image. However it too has some shortcomings: first, I'm not at all sure that a the "younger" grandfather will really be noticed or better appeal to a new or younger drinker. Also OGD's bright orange – which is really rather iconic – has been so muted as to seem almost entirely abandoned, hardly an evolutionary change. To me this design will not attract the intended young drinker, while losing valuable and traditional visibility – very important on the crowded shelves.

Admin

Global