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.

The ad is part of the new anti-smoking campaign from the city’s health department showing shocking photography of exactly what smoking does to your body. This is not the first time the health department has taken this type of controversial approach. Last year the NYC health department had advertisements warning of the health risks of soda. The ads depicted soda bottles filled with body fat being poured into drinking glasses. New York also has free condoms available at stores through out the city to promote safe sex. A lot of people think these sort of initiatives are vulgar but I find them not only refreshing but totally appropriate. New York is known for being this sort of gritty and real city. Deemed the city that never sleeps, everyone in NY is always on the go and in hurry. New Yorkers get a bad wrap for being “mean” but in actuality they are just so on the move they don’t have time for unnecessary pleasantries and small talk. A feel good wordy advertisement would be totally wasted on this fast-paced community.

Here at Blue Daring we really value information consumption. We think it is important to understand your target audience and deliver your message in a consumable way that resonates with them. The NYC Health department presented a real in-your-face ad approach to a real in-your-face city. Would this campaign work in a small middle-of-nowhere town? Fuggedaboutit no chance. But it is right at home in New York. Knowing your audience and adapting to their tone and lifestyle is a sure fire way to have a successful campaign.

NY ANTI SMOKING POSTER

The egg delivery man accommodated himself at my kitchen table and unveiled my first delivery of fresh home grown eggs.  I was pleasantly surprised by a custom-designed box, individually branded eggs, and a miniature advocacy brochure that told me about the project and provided a recipe and cooking instructions.   Then the egg delivery man politely thanked me for my time, shared his project and asked for my feedback and questions.  All in less than 30 minutes.  I thanked him for his time and for the commitment to being the egg delivery man.

The egg delivery man reminded me of the importance of making the connection between the individual consumer and a product and how that relationship relates to a greater goal or good.   Broken down quite simply:

delivery -> he was present, responsive

+

presentation and branding of the product  -> won my attention and commitment to the project

=

an inspired consumer à an immediate impact on my health and day ( and looking

forward to the next delivery.).

“Delivery” is powerful to the success of message or product you and your organization want to share.   Some real food for thought – how are you going to leave your client or consumer inspired by your next delivery of goods and services?