April 1, 2009 • Jason Dressel
A friend of mine recently turned me on to http://www.crystalheadvodka.com/. Named after Indiana Jones and the Kingdom of the Crystal Skull, and promoted by none other than Dan Akroyd (who already has a few ventures under way in the spirits industry), the new product’s success will no doubt be dependent upon its packaging and promotion.
I won’t spoil it here, but it is a very clever idea that capitalizes on the appeal of cool bottles and archaeological adventure (Dan Brown, author of The Da Vinci Code is kicking himself right about now). This new viral marketing stunt is just another example of why I’ve always liked to follow marketing and advertising in the spirits industry. Is there any other industry that offers such a palette of creative approaches? In many cases (no pun intended) the same product has multiple, totally different campaigns to resonate with its diverse audience. Think Budweiser for example.
Two things struck me about Crystal Head (well three actually, the first being, what does Canadian vodka taste like?):
A quick check online and it looked like getting a bottle of Crystal Head was going to put me out anywhere from $49 to $249 if I could get it. For the time being I’ll stick with a more authentic option, but I have to admit, it’s a very cool looking bottle.
Although the power of storytelling to persuade customers to buy a product or service has… Read More