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An examination of the SKYY Vodka brand

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  1. 1. Beyond the Blue An examination of the SKYY Vodka brand February 9th, 2018.
  2. 2. “In order to grow, brands must be both physically and mentally available.” - Byron Sharp, How Brands Grow
  3. 3. PART 1: THE INSIGHTS What do we know about the brand? Who is the consumer? What category is SKYY in? How can SKYY be more relevant in culture?
  4. 4. I spoke with… The Drinkers The Servers The Sellers
  5. 5. The Drinkers are collectively nonplussed for what SKYY has to offer. “Lower to mid-range vodka.” “The color blue, and the label.” “Dated, irrelevant, catering vodka.” “All caps shouting.” “When I think of SKYY I think of 10 years ago. It feels super dated. Not sure where they went.” “Blue Bottle, otherwise nondescript.” Source: Google Survey. Bernal Heights/Mission Vodka Tour February 2018.
  6. 6. And were particularly unimpressed with the new creative. “Tony Kelly is rich and does stupid things with his money.” Source: Google Survey, February 2018. “Living a big life. Prestigious and risqué lifestyle. I don’t really like it. A bit cliched.” “If you have a pool of vodka, you are audacious and cool.” “SKYY will make my day audacious? WTF?”
  7. 7. The Servers feel SKYY is yesterday’s news. “They were going well for a while. They were quite a common well, then they got too pricey so they kind of got lost a bit.” - Matt, Evil Eye “I don’t see it anywhere but I’m not really looking for it either. It’s very dated. They should do away with the blue I think. It’s very “early 2000s.”” - Sarah, Virgil’s “People don’t really ask for SKYY anymore. You’d think it’d do better in SF given where we are.” - Glenn, El Rio Source: Bernal Heights/Mission Vodka Tour February 2018.
  8. 8. SKYY’S CHALLENGE IS NOT ABOUT BUILDING AWARENESS. IT’S ABOUT OVERCOMING INDIFFERENCE.
  9. 9. “I think all vodka brands are after the same thing: looking classy. The sex angle is stupid and overused, in too many brand categories, and is about as disingenuous as it gets. One thing that would encourage me to drink vodka more often is that it's a chameleon type of alcohol that mixes well with anything. I don't really care about the prestige factor and don't think that's going to come from vodka anyway.” - Haley, 25 San Francisco
  10. 10. Vodka’s versatility make it the first choice in liquor. #1 in Liquor 29% of people who prefer liquor, prefer vodka. Source: Harris U.S. Alcohol Consumption Poll, 2017. #1 With women Women 2X (38% vs. 19%) as likely to prefer vodka to men.
  11. 11. Are the category tropes out of step with the reality?
  12. 12. In a post Weinstein world, is ignoring the biggest drinkers a smart strategy?
  13. 13. Our Audience: The Entrepreneurials 25-35 college-educated, entrepreneurial, creative, passionate and empowered women. Leaders within their social circle with the ambition and motivation both in their personal and professional lives. A strong attraction to adventure and exploring new places, and experiences. Also, fashion forward and socially conscious. Why Them? • Receptive Audience: Women born between 1991 and 2000 are now drinking as much as their male cohorts, evening out a gap that was over two-to-one a century ago. • Purposeful: 90% want to use their skills for good. • Creative: 81% of Millennials said they would be interested in helping a brand design a new product. • Entrepreneurial: 62% of Millennials have considered starting their own business. • Precocious: The average age Millennials start their own business 27, compared with Baby Boomers 35. • Socially Minded: 90% of Millennials believe it’s important to stand up for causes you believe in. Sources: Columbia University, UNSW 2016. Deloitte, 2015. Y-Pulse, 2014. BNP Paribas, 2016
  14. 14. PART 2: POSITIONING What does SKYY stand for? Does the current positioning work? Does this positioning differentiate the brand within the category? What alternative positioning could/should the brand explore?
  15. 15. Three Phases of the SKYY brand
  16. 16. Three Phases of the SKYY brand 1. Sexual Subservience
  17. 17. Three Phases of the SKYY brand 1. Sexual Subservience 2. Nightlife with a surprising twist
  18. 18. Three Phases of the SKYY brand 1. Sexual Subservience 2. Nightlife with a surprising twist 3. Maker culture meets couture
  19. 19. THE GOOD NEWS: The “Make. Every Day.” Platform feels unique, ownable and distinct in the category. THE BAD NEWS: It could be more clearly defined and better executed.
  20. 20. SKYY’S POSITIONING IS A LITTLE SCHIZOPHRENIC.
  21. 21. It’s speaking out of both sides of its mouth. FORWARD THINKING CREATIVE INNOVATIVE ORIGINAL MEMORABLE AUDACIOUS
  22. 22. And there’s a fine line between audaciousness and dated decadence. “Are these recent? They feel like the eighties or nineties.” “These ads are corny and make me roll my eyes. I wouldn’t buy the vodka because of them.” “Retro Campy Glam.” I Source: Google Survey February 2018.
  23. 23. THE “BADGE” OF ASPIRATION HAS CHANGED.
  24. 24. SUPERFLUOUS DECADENCE OSTENTATIOUS CONSUMPTION TRUST FUND PASSIVITY I PURPOSEFULLY BOLD UNAPOLOGETIC CREATION SHARK TANK CREATIVITY I FROM: TO:
  25. 25. WHAT DOES THAT MEAN FOR SKYY? LET’S TAKE A LOOK WHERE SOME OF THE COMPETITION STANDS.
  26. 26. Smirnoff: The Best Vodka for Everyone • Value Proposition: Making premium accessible to the everyman/woman. • Tagline: Only the best for everyone. • Tone: Accessible, approachable, relatable.
  27. 27. Tito’s: The Original Craft Vodka • Value Proposition: Artisanal yet affordable American craft vodka. • Tagline: America’s original craft vodka. • Tone: Accessible, earthy, artisanal. patriotic.
  28. 28. New Amsterdam: Love the Grind • Value Proposition: Celebrating those who bring hard work and passion into whatever they do. • Tagline: Pour Your Soul Out. • Tone: Hard working, stylish, purposeful, inspiring.
  29. 29. Ketel One: The Purposeful Pursuit of Perfection • Value Proposition: The purposeful pursuit of perfection. • Tagline: You’re having our life’s work. • Tone: Bold, masculine, European, strong.
  30. 30. Grey Goose: The World’s Best Tasting Vodka • Value Proposition: The world’s best tasting vodka. • Tagline: Bring Extraordinary/Fly Beyond. • Tone: Premium, classic, French, elegant.
  31. 31. ABSOLUT: Iconically Whimsical • Value Proposition: Absolut Everything. • Tagline: Absolut_______ • Tone: Cheeky, suave, stylish, cosmopolitan.
  32. 32. WHAT CAN SKYY OWN?
  33. 33. ASPIRATIONAL INSPIRATIONAL PREMIUM ACCESSIBLE
  34. 34. ASPIRATIONAL INSPIRATIONAL PREMIUM ACCESSIBLE
  35. 35. ASPIRATIONAL INSPIRATIONAL PREMIUM ACCESSIBLE
  36. 36. ASPIRATIONAL INSPIRATIONAL PREMIUM ACCESSIBLE
  37. 37. ASPIRATIONAL INSPIRATIONAL PREMIUM ACCESSIBLE
  38. 38. ASPIRATIONAL INSPIRATIONAL PREMIUM ACCESSIBLE
  39. 39. ASPIRATIONAL INSPIRATIONAL PREMIUM ACCESSIBLE
  40. 40. What does that mean for SKYY’s current positioning? (i.e. “Maker culture meets couture) THINK: SUBSTANCE CREATION INSPIRATION PURPOSE SWAGGER CONSUMPTION ASPIRATION PRESTIGE OVER OVER OVER OVER
  41. 41. 5 Ideas
  42. 42. BLUE SKYY LABS An innovation platform where the power of the collective imagination is mobilized for the power of making. An online community where the enterprising and ambitious can mobilize, synergize and share opportunities to “Make. Everyday.” Now A BBQ chef in St. Louis can connect with a creative technologist from Austin, to come up with new recipes and remixes. A screenwriter from Delaware can connect with an animator from Ft. Lauderdale to ideate and connect around their next project. Think My Starbucks Idea, meets Patagonia Action Works, Meets Fiverr.
  43. 43. SKYY x LACROIX Is there a reason you can’t get a vodka soda in a can? Rather than create a sub-brand from scratch, partner with a well-known and loved staple of the Millennial generation, LaCroix. 2 different approaches: 1. Pre-packaged cocktails sold off the shelf, released as a new category of mixed drinks, “SKYYCroix.” 2. Have bottles of SKYY come pre-packaged with a six pack of different LaCroix flavors, taking the hassle out of choosing an independent mixer.
  44. 44. CHIHULY FOR SKYY An undeniable brand asset of the SKYY brand is the blue bottle. Who better to trust with that equity than acclaimed “maker,” glass sculptor, Dale Chihuly? Chihuly could use recycled SKYY bottles and be put to work to help beautify urban environments in need of transformation. It’s “making” in the service of social good. With a natural and credible tie in with the SKYY brand.
  45. 45. COGNITIVE COCKTAILS WITH WATSON IBM recently released a platform “authored” by Watson, IBM’s AI program. The premise was to “amplify creativity in the kitchen,” to discover new food pairings that humans are likely to overlook. SKYY could partner with Watson to unlock new partnerships and combinations to pair with SKYY vodka, aligning with the brand’s “Future Proof” call to “make the future.”
  46. 46. SKYY MAKER STUDIOS SKYY will create physical environments where the entrepreneurials can mobilize, create and “make” important ideas that shape the future. The studios will be equipped with recording and filming equipment, as well as brainstorming environments. Think Converse Rubber Tracks meets We Work.
  47. 47. Questions? Discussion? Thanks!

Description

An examination of the SKYY Vodka brand

Transcript

  1. 1. Beyond the Blue An examination of the SKYY Vodka brand February 9th, 2018.
  2. 2. “In order to grow, brands must be both physically and mentally available.” - Byron Sharp, How Brands Grow
  3. 3. PART 1: THE INSIGHTS What do we know about the brand? Who is the consumer? What category is SKYY in? How can SKYY be more relevant in culture?
  4. 4. I spoke with… The Drinkers The Servers The Sellers
  5. 5. The Drinkers are collectively nonplussed for what SKYY has to offer. “Lower to mid-range vodka.” “The color blue, and the label.” “Dated, irrelevant, catering vodka.” “All caps shouting.” “When I think of SKYY I think of 10 years ago. It feels super dated. Not sure where they went.” “Blue Bottle, otherwise nondescript.” Source: Google Survey. Bernal Heights/Mission Vodka Tour February 2018.
  6. 6. And were particularly unimpressed with the new creative. “Tony Kelly is rich and does stupid things with his money.” Source: Google Survey, February 2018. “Living a big life. Prestigious and risqué lifestyle. I don’t really like it. A bit cliched.” “If you have a pool of vodka, you are audacious and cool.” “SKYY will make my day audacious? WTF?”
  7. 7. The Servers feel SKYY is yesterday’s news. “They were going well for a while. They were quite a common well, then they got too pricey so they kind of got lost a bit.” - Matt, Evil Eye “I don’t see it anywhere but I’m not really looking for it either. It’s very dated. They should do away with the blue I think. It’s very “early 2000s.”” - Sarah, Virgil’s “People don’t really ask for SKYY anymore. You’d think it’d do better in SF given where we are.” - Glenn, El Rio Source: Bernal Heights/Mission Vodka Tour February 2018.
  8. 8. SKYY’S CHALLENGE IS NOT ABOUT BUILDING AWARENESS. IT’S ABOUT OVERCOMING INDIFFERENCE.
  9. 9. “I think all vodka brands are after the same thing: looking classy. The sex angle is stupid and overused, in too many brand categories, and is about as disingenuous as it gets. One thing that would encourage me to drink vodka more often is that it's a chameleon type of alcohol that mixes well with anything. I don't really care about the prestige factor and don't think that's going to come from vodka anyway.” - Haley, 25 San Francisco
  10. 10. Vodka’s versatility make it the first choice in liquor. #1 in Liquor 29% of people who prefer liquor, prefer vodka. Source: Harris U.S. Alcohol Consumption Poll, 2017. #1 With women Women 2X (38% vs. 19%) as likely to prefer vodka to men.
  11. 11. Are the category tropes out of step with the reality?
  12. 12. In a post Weinstein world, is ignoring the biggest drinkers a smart strategy?
  13. 13. Our Audience: The Entrepreneurials 25-35 college-educated, entrepreneurial, creative, passionate and empowered women. Leaders within their social circle with the ambition and motivation both in their personal and professional lives. A strong attraction to adventure and exploring new places, and experiences. Also, fashion forward and socially conscious. Why Them? • Receptive Audience: Women born between 1991 and 2000 are now drinking as much as their male cohorts, evening out a gap that was over two-to-one a century ago. • Purposeful: 90% want to use their skills for good. • Creative: 81% of Millennials said they would be interested in helping a brand design a new product. • Entrepreneurial: 62% of Millennials have considered starting their own business. • Precocious: The average age Millennials start their own business 27, compared with Baby Boomers 35. • Socially Minded: 90% of Millennials believe it’s important to stand up for causes you believe in. Sources: Columbia University, UNSW 2016. Deloitte, 2015. Y-Pulse, 2014. BNP Paribas, 2016
  14. 14. PART 2: POSITIONING What does SKYY stand for? Does the current positioning work? Does this positioning differentiate the brand within the category? What alternative positioning could/should the brand explore?
  15. 15. Three Phases of the SKYY brand
  16. 16. Three Phases of the SKYY brand 1. Sexual Subservience
  17. 17. Three Phases of the SKYY brand 1. Sexual Subservience 2. Nightlife with a surprising twist
  18. 18. Three Phases of the SKYY brand 1. Sexual Subservience 2. Nightlife with a surprising twist 3. Maker culture meets couture
  19. 19. THE GOOD NEWS: The “Make. Every Day.” Platform feels unique, ownable and distinct in the category. THE BAD NEWS: It could be more clearly defined and better executed.
  20. 20. SKYY’S POSITIONING IS A LITTLE SCHIZOPHRENIC.
  21. 21. It’s speaking out of both sides of its mouth. FORWARD THINKING CREATIVE INNOVATIVE ORIGINAL MEMORABLE AUDACIOUS
  22. 22. And there’s a fine line between audaciousness and dated decadence. “Are these recent? They feel like the eighties or nineties.” “These ads are corny and make me roll my eyes. I wouldn’t buy the vodka because of them.” “Retro Campy Glam.” I Source: Google Survey February 2018.
  23. 23. THE “BADGE” OF ASPIRATION HAS CHANGED.
  24. 24. SUPERFLUOUS DECADENCE OSTENTATIOUS CONSUMPTION TRUST FUND PASSIVITY I PURPOSEFULLY BOLD UNAPOLOGETIC CREATION SHARK TANK CREATIVITY I FROM: TO:
  25. 25. WHAT DOES THAT MEAN FOR SKYY? LET’S TAKE A LOOK WHERE SOME OF THE COMPETITION STANDS.
  26. 26. Smirnoff: The Best Vodka for Everyone • Value Proposition: Making premium accessible to the everyman/woman. • Tagline: Only the best for everyone. • Tone: Accessible, approachable, relatable.
  27. 27. Tito’s: The Original Craft Vodka • Value Proposition: Artisanal yet affordable American craft vodka. • Tagline: America’s original craft vodka. • Tone: Accessible, earthy, artisanal. patriotic.
  28. 28. New Amsterdam: Love the Grind • Value Proposition: Celebrating those who bring hard work and passion into whatever they do. • Tagline: Pour Your Soul Out. • Tone: Hard working, stylish, purposeful, inspiring.
  29. 29. Ketel One: The Purposeful Pursuit of Perfection • Value Proposition: The purposeful pursuit of perfection. • Tagline: You’re having our life’s work. • Tone: Bold, masculine, European, strong.
  30. 30. Grey Goose: The World’s Best Tasting Vodka • Value Proposition: The world’s best tasting vodka. • Tagline: Bring Extraordinary/Fly Beyond. • Tone: Premium, classic, French, elegant.
  31. 31. ABSOLUT: Iconically Whimsical • Value Proposition: Absolut Everything. • Tagline: Absolut_______ • Tone: Cheeky, suave, stylish, cosmopolitan.
  32. 32. WHAT CAN SKYY OWN?
  33. 33. ASPIRATIONAL INSPIRATIONAL PREMIUM ACCESSIBLE
  34. 34. ASPIRATIONAL INSPIRATIONAL PREMIUM ACCESSIBLE
  35. 35. ASPIRATIONAL INSPIRATIONAL PREMIUM ACCESSIBLE
  36. 36. ASPIRATIONAL INSPIRATIONAL PREMIUM ACCESSIBLE
  37. 37. ASPIRATIONAL INSPIRATIONAL PREMIUM ACCESSIBLE
  38. 38. ASPIRATIONAL INSPIRATIONAL PREMIUM ACCESSIBLE
  39. 39. ASPIRATIONAL INSPIRATIONAL PREMIUM ACCESSIBLE
  40. 40. What does that mean for SKYY’s current positioning? (i.e. “Maker culture meets couture) THINK: SUBSTANCE CREATION INSPIRATION PURPOSE SWAGGER CONSUMPTION ASPIRATION PRESTIGE OVER OVER OVER OVER
  41. 41. 5 Ideas
  42. 42. BLUE SKYY LABS An innovation platform where the power of the collective imagination is mobilized for the power of making. An online community where the enterprising and ambitious can mobilize, synergize and share opportunities to “Make. Everyday.” Now A BBQ chef in St. Louis can connect with a creative technologist from Austin, to come up with new recipes and remixes. A screenwriter from Delaware can connect with an animator from Ft. Lauderdale to ideate and connect around their next project. Think My Starbucks Idea, meets Patagonia Action Works, Meets Fiverr.
  43. 43. SKYY x LACROIX Is there a reason you can’t get a vodka soda in a can? Rather than create a sub-brand from scratch, partner with a well-known and loved staple of the Millennial generation, LaCroix. 2 different approaches: 1. Pre-packaged cocktails sold off the shelf, released as a new category of mixed drinks, “SKYYCroix.” 2. Have bottles of SKYY come pre-packaged with a six pack of different LaCroix flavors, taking the hassle out of choosing an independent mixer.
  44. 44. CHIHULY FOR SKYY An undeniable brand asset of the SKYY brand is the blue bottle. Who better to trust with that equity than acclaimed “maker,” glass sculptor, Dale Chihuly? Chihuly could use recycled SKYY bottles and be put to work to help beautify urban environments in need of transformation. It’s “making” in the service of social good. With a natural and credible tie in with the SKYY brand.
  45. 45. COGNITIVE COCKTAILS WITH WATSON IBM recently released a platform “authored” by Watson, IBM’s AI program. The premise was to “amplify creativity in the kitchen,” to discover new food pairings that humans are likely to overlook. SKYY could partner with Watson to unlock new partnerships and combinations to pair with SKYY vodka, aligning with the brand’s “Future Proof” call to “make the future.”
  46. 46. SKYY MAKER STUDIOS SKYY will create physical environments where the entrepreneurials can mobilize, create and “make” important ideas that shape the future. The studios will be equipped with recording and filming equipment, as well as brainstorming environments. Think Converse Rubber Tracks meets We Work.
  47. 47. Questions? Discussion? Thanks!

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