Grey Goose
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Grey Goose
Frances Grey Goose Vodka is owned by the Sidney Frank Importing Co which was founded in 1972. Owner and founder of the company, Sidney Frank, wanted to turn imported brands into National brands. He has been quite successful as other liquors, like Jagermeister and Hudsons Bay Scotch, which are both widely known and consumed often in the United States. As his success continued to grow, the quantity of his employees did so proportionally. The Sidney Frank Importing Co. now employs about twenty-five sales representatives, and twenty-seven brokers which are in constant communication with the headquarters in New York. Thirty-five full-time employees work at headquarters in the advertising, marketing, and financing departments. (Company Background np)
Sidney Frank gained control of Grey Goose in 1997, and in 1998, it was awarded a Platinum Medal in the World Spirits Championships because it was an “elegant vodka in a beautiful bottle.” Sidney Frank decided to organize some Grey Goose tastings and promotions in unsystematic locations in the United States to let Americans taste the self-proclaimed “Worlds Greatest Vodka.” All this was possible because of the help of All State Promotions.(Company Background np)
All State Promotions, is the promotion company that Sidney Frank uses to promote his products. All State has exclusive promotion techniques for Sidney Frank products. These two companies have become so tightly connected that All State has six employees at the Sidney Frank headquarters and full-time supervisors dedicated to the company. One of the tactics that All State uses to promote Grey Goose is placing displaying the product in magazines. (Company Background np)
The first thing that pops about the advertisement is the red, blue, and clear bottle, because it is the only color in the advertisement, the viewers eyes are drawn to it. The promoters did this to get the viewer to look at it so they see the elegance and beauty the bottle has to offer. In a sense, they are selling the bottle, more than the product itself. Nowhere in the picture is there a human drinking and enjoying the product. However, right beside the bottle is a golf tee, which indicates that they just got done golfing. Most golfers sit in the bar after their round to talk and sometimes brag about their scores. This golf tee allows the viewers to personally relate to the ad. There are other aspects of the ad that are also easily relatable. (Golf Digest np)
Alongside the Grey Goose Bottle sit other drinking glasses. The other glasses are all different sizes. This addition to the advertisement adds a feeling of relaxation. It shows that the people drinking the product do not care what they are drinking out of, they just want to sit and enjoy their vodka. After a round of eighteen holes, that is what most people want to do- relax. The golf tee and glasses are added tactics that are used in the foreground of the advertisement, but there are also devices that were used when designing the background of this advertisement. (Golf Digest np)
In the background is a golf course, but again no golfers. I can tell it is a golf course because I can see the green and a sand trap in the center of the picture. The fact that I cannot see anyone gives me the impression that it is not your run-of-the-mill public golf course, but a fancy, private course. The average Joe usually does not obtain a membership to private courses, he has to be invited to the course by a current member, or he has to know someone that is a part of the course. (Golf Digest np)
The bottom of the advertisement has a small paragraph that paints a very relaxed picture in your mind. It appeals to me because I like golf, but if I did not enjoy golf as much as I do, the advertisement would not be as effective to me. (Golf Digest np)
Grey Goose has many catchphrases that appear in every advertisement. One of their catchphrases is “Discerning Taste,” discerning means to have good judgment. If their catch phrase means to have a good judgment of taste, then they bring the stereotype that classy people have fine taste into effect. People that strive to be classy will purchase it to get the sense that they can be sophisticated.