Brand: SKYY Vodka
Marketing: "Cocktail Moment"
Target audience: 21 - 29 legal drinking age consumers
Creative Director: Chad Farmer
Marketing: Paul W. Fuegner, VP Marketing SKYY
Chad Farmer, creative director of SKKY's "Cocktail Moment" campaign believes that "advertising should raise the mass population's aesthetic while tapping into timeless, universal human emotions." His clean communication style was first recognized nationally when he designed a campaign for American Suzuki Motorcycles, taking the company from number five to number one in the U.S. Japanese motorcycle market.
He was an executive creative director and partner at Lambesis in Del Mar CA. Part of his success at Lambesis comes from his approach of seeking out of the finest creative talents in the film and art firleds to execute unique brand communications. His client include bebe, SKYY, Charles David, Baby Guess, Nordstorm, Levis, Airwalk Footwear, Cutty Sark USA, Hitachi and more.
Cocktail Times) What is the overall strategy of using colorful photographs of attractive individuals with cocktails?
SKYY) The ads should always be aspirational, tell a story, as if, capturing a moment in a film, while making you thirsty for a cocktail. More than
mere piece of artwork, we would want people to see themselves in the
story and personally connect with the imagery.
Cocktail Times) How would you describe the "cocktail coments" through your glamorous ad campaigns?
SKYY) Life is full of "cocktail moments" SKYY images are rich and dramatic
and allow consumers to develop their own story of what may be happening
in the images that may relate to their lives or moments they dream
about. Going with the trend to a more open visualization of dreams and
imagination we feel only to be a part of the contemporary cultural
environment.
Cocktail Times) How do you choose your SKYY Models? What do you look for in those talents?
SKYY) More than choosing models we like to see if people have character. we
already have chosen the type of look we are going for conceptually and
seek diversity in our model choices with character. Like the talent
used in some images including John Leguiziamo, Gretchen Mol, Kyle
MacLachlin actors and actresses can really add dimension and character to the visual.
Cocktail Times) What are the important things you always consider when you try to sell a product through your photographs?
SKYY) Making the aesthetic embody the brand's essence. We can through the
imagery evoke quality, richness, substance but we can also evoke style
and an aspirational moments for people to enjoy, while of course sipping
their favorite SKYY cocktail.
Many people tell us they collect the images as collectible artwork.
Currently our new SKYY Melon image called "Wet" is the most popular image
for consumers collecting.
It is difficult without words to communicate that SKYY Vodka has the
fewest impurities among leading brands with the cocktail moments campaign
so we reinforce that through other advertisments as well as materials
in bar.
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