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Stealing the Spotlight
SITUATION
Belvedere Vodka is considered a pioneering brand; it invented the premium, luxury vodka category in 1996. As such, the brand was featured as a short case study in a newly released book about retail marketing and purchasing trends, written by a prominent business analyst at Boston Consulting Group (BCG), entitled "Trading Up: The New American Luxury." Belvedere rightly deserved some recognition and they wanted it in order to highlight their unique product and their expertise and innovation in bringing it to the market.
There were, however, a few problems: First, the book featured 12 other marquee luxury companies such as BMW, Viking Stove, and Starbucks, much more extensively. Second, the book had been released for nearly a month and a fair amount of press had already been garnered before Belvedere decided to leverage the opportunity. Third, and most significantly, none of the media attention the book had already received mentioned Belvedere. Understandably, the media focused on the more identifiable brands, which were simpler stories for the reporters to tell and easier for readers to understand.
OUR SOLUTION
We initiated an immediate, aggressive campaign to gain coverage for Belvedere as a featured brand in stories about Trading Up. Rather than compete with or overlap BCG's business-minded media strategy, we created messages about Belvedere and the Trading Up trend that were less about BCG's analytic and extensive research findings and much more about what the trend actually meant - emotionally - to retailers and consumers.
RESULTS
Belvedere immediately began appearing as a featured brand in stories about "Trading Up" - in most cases more prominently than the other marquee companies. Coverage included stories in all of the important beverage trades, a major feature in Fast Company, and the "Cover"/lead story on CBS's "Sunday Morning," the network's renowned consumer news show. Significantly, and unlike any other product mentioned in the show's eight minute segment, more than two minutes were devoted exclusively to the Belvedere brand and an interview with the company's Chairman, Eddie Phillips.
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