The mother of all vodkas
It’s early in the morning and I’m on a plane to Copenhagen. If not preparing for my meeting, I probably ought to devote myself to the latest “The 4-hour Workweek” book et al. Especially if time is the currency that counts. Instead I am reaching for the inflight magazine, escaping into the world of advertising: perfumes, watches, hotels and the obligatory wines and spirits. Proud family run businesses, pure glacial water, mojitos in bag-in-box, full-body experiences, respected cognacs, join summer, taste Argentina, buy Mama Vodka, traditional… hang on a minute. Mama Vodka? What?
In our role as brand designers we know how to understand consumers, interrogate brands and disrupt the market place. Hands up if you establish relevant differentiation, communicate a big brand idea and stick to your vision.
Danish Mama Vodka with its broad shoulders and naïve childish quasi voodoo look-and-feel is different. I like different. Different should be good. But the brand name leaves me baffled. “Comfort in a bottle?” “A shot that tucks me in at night?” “Distilled and home cooked?” “For the child in me?”
I’m not sure I’d put mama and vodka in the same sentence. Unless I’m talking about last night’s Ricki Lake Show. Any “mamas “ out there? Please step forward.
In: Food and Drink, Naming, Viewpoints · Tags: Denmark, Duty Free, Global Travel Retail, Vodka
on June 30, 2010 at 10:24 pm
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How funny, I don’t know that you really want to be thinking of your mama while you’re drinking.
I found your article by google alerts for “Danish Mama”, the name of my blog.
Who knows, maybe they will advertise on my blog. LOL.
on June 30, 2010 at 10:26 pm
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