As you know from my MakersMark post, I always pay attention to billboards. When I first saw this ad the first thing that came to my mind was “There is nothing natural about this picture.” I can see where Skyy vodka made their mistake. I am assuming they thought to themselves cocktails are very sleek and upscale. I’m sure they wanted a person who embodied those characteristics and being ginger-infused vodka using a “ginger” model only makes sense. I mean after all when you think of a glamorous red head the first person in everyone’s mind is the Gilligan’s island character Ginger; it seems like a no-brainer. The problem is there is a disconnect between the messaging and the image. Yes Ginger was a glamorous character but she was also incredibly superficial.

I feel the smarter solution would have been to capitalize on the natural/organic/eco green wave everyone is riding right now. I would’ve created something more along the lines of having a more carefree yet still elegant looking red head model in evening wear that was made of leaves. I mean what better way to merge classy elegance with all natural than take the little black dress and turn it into a little green gown. A solution more along these lines would have:

1. Connected the tagline to the image
2. Kept the integrity of the brand while still incorporating the current natural and eco friendly trend.

When an idea is consistently communicated (verbally AND visually) you have a better chance of getting your message across.

In the past Maker’s Mark advertising has been consistent with the look and feel of the product — a very classic, refined and exquisite spirit. They usually pair their classic image with tongue-in-cheek copy to keep it current, modern, and with the times. While out and about our president Melissa noticed this new billboard and snapped this photo with her cell phone.

This ad is a prime example of a company trying to keep up with changing trends but losing their brand consistency in doing so. Simply slapping what appears to be a cut-and-paste friend request button onto an existing company stock photo not only lacks creativity but weakens the company’s brand. If I could give this ad a makeover I would love to see a picture of someone serving a Maker’s Mark cocktail and copy along the lines of “Watch the friends start pouring in.” with a URL to their social networking site.

It is important to be conscience of the delicate balance between current trends and your brand’s integrity. I commend this company for including social media into their marketing approach but what looks like a lack of strategy and creativity has left them with an ad that has missed the mark.