ADVERTISING; ‘Naked’ Vodka For the Unhip Among Us
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ADVERTISING; ‘Naked’ Vodka For the Unhip Among Us
New York Times – Dec 13, 2005
Transparent bottles are posed against snowy landscapes under headlines like ”Here you see exactly what you’re made of” and ”When you have nothing to hide behind you tend not to hide anything. ” The intent is to zig when so many other vodka brands zag. Rather than portray Finlandia as the brand of choice for fashionistas or similarly trendy types Brown-Forman executives seek to appeal to drinkers who would disdain such pitches. ”Vodka is a category with a lot of fashionability a lot of bling so to speak” said Mark verdyk global general manager for Finlandia at Brown-Forman in Louisville Ky. ”We want to be true to our roots and appeal to people we call ‘natural spirits’ ” Mr. verdyk said ”who are self-assured seeking authenticity and not looking for the latest trends. ” The campaign is indicative of efforts to help brands stand out in crowded categories… Among imported vodkas Finlandia trails Absolut Stolichnaya Grey Goose Ketel ne and Belvedere. f those brands Grey Goose and Belvedere have new campaigns while Absolut is planning to increase its presence in online media. The Finlandia campaign is the first big effort from Northlich which has gained an increasingly important role on the Brown-Forman agency roster. Northlich was named the global agency of record for Finlandia last year. Around the same time Brown-Forman gained full control of the brand by buying from the Altia Corporation of Finland the remaining 20 percent stake in Finlandia Vodka Worldwide that it had not owned. Before that a unit of Northlich named Brandstorm spent several months studying the Finlandia image. ”After almost a year talking to consumers we landed on the area of natural purity” as a ”very compelling and differentiating way” to distinguish Finlandia from its rivals said Patty Bloomfield vice president and account director at Northlich.
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Washington Post – Dec 9, 2005
AACC RCHESTRA Friday at 8 in Bach’s "Brandenburg Concerto No. 2" Mozart’s Symphony No. 40 Sibelius’s "Finlandia" and a new work by Raymond Weidner. Pascal Center for Performing Arts Anne Arundel Community College 101 College Pkwy. BISHP IRETN SYMPHNIC WIND Ensemble and Concert Band Saturday at 7:30. Bishop Ireton High School 201 Cambridge Rd.
College Hockey: This Week in West Region DIII – Dec. 8 2005
USCH – Dec 8, 2005
Dustin Fulton and Joe Long both have three points in four games with Fulton leading the team with two goals and Long leading the team with two assists. The MCHA has its share of talented underclassmen as well. Finlandia’s stellar sophomore duo of Josh Paquette and Joe Lewis stand out above the rest. Paquette is tied for the conference lead with 11 points and Lewis third with nine points. Paquette has five goals and six assists while Lewis four goals and five assists lead the Lions. Marian has a pair of freshmen leading its squad this year.
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