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At Vuurr, we work really hard. And when we’re done working really hard, we play really hard. So, it should come as no surprise that some of us follow a few high end alcohols on Facebook.
While jamming around, I came across a status update by our favorite French vodka promoting a new cherry variety. The status included a picture of two perfect drinks sitting on top of a post-modern table (See below), garnished with fruit so fresh they likely took the picture at the farm itself.
The caption read, “Try the Cherry Moon — a Shirley Temple, all grown up.”
Up until this point, I considered this vodka’s status to be a prime example of flawless marketing: appealing pictures, specifically targetted to dedicated fans, and highlighting a product the brand already knows these fans enjoy. Unfortunately, even after all the time spent dedicated to product promotion, the vodka completely ignored the equity they could have built into the ad, missing a chance to “nail it.”
Here’s a look at what they could have improved: