A new interpretation
For a long time, Absolute Vodka has dominated the vodka category. Yet, Grey Goose Vodka found a gap for product innovation.
An analysis of the vodka category enables definition of the following residual, dominant and emergent visual codes:
To keep this analysis concise only the leader of each category is represented below:
Originally, the vodka category drew on Russian and Eastern European dynasties’ aesthetics cultural cues to convey tradition and massiveness (the Residual Codes of Vodka). There was then a period where Absolut focused on purity which was symbolically prominent (the Dominant Code). Grey Goose signed a rupture by opening up the vodka category to a characterful interpretation (the Emergent Code).
Tradition versus Character
The Sobiesky (Residual Code) and Absolut (Dominant Code) packaging can be organised according to their signs into two main poles. On one side is the pole of tradition, which claims that the vodka is a national treasure, and on the other side is the pole of purity, which stresses vodka freshness and transparency.
Whilst textual codes, the Slavic writing on the Sobiesky bottle and the long text of the Absolut bottle, dominate the tradition category, Grey Goose subverted it by using an image based sign - an artistic and vivid interpretation of the French nation with the drawing of flying geese above a moving sea.
As such, the move from textual to visual codes enables Grey Goose to keep the codes of purity – the use of the blue, the fresh air of the sea – whilst freeing it from the traditional cultural cues in order to create a characterful interpretation. Relieved from vodka’s historic heritage, the bottle shape moved from the established massiveness to a refined wine bottle.
Grey Goose does not break the codes of vodka but subverts it.
Purity versus Craftsmanship
Purity is the cliché of the vodka category and the key feature of Absolut’s brand differentiation.
Yet, Absolut purity is a particular type of purity - an intrinsic one. The chemistry-like bottle symbolises the concentration of an extremely sanitary liquid. Contrasting with Absolut’ intrinsic purity, Grey Goose cues on an extrinsic – a ‘crafted’ purity. Drawing on a sophisticated version of the codes of purity, Grey Goose displays a refined artistic graphic, a delicate alliance of blue and grey tone, and the elegance of the wine bottle.
As a result, Grey Goose brand differentiation could be summed up by the semiotic
square below:
The innovation still to come
The theme of purity could be revisited through the use of raw material culturally encoded as ‘noble and pure’, such as organic white roses, to create an ‘ultra pure’ vodka and step away from the Absolut chemical purity.
Cuing on the precedent of Lady Gaga’s first-ever black perfume, the purity of vodka could be distorted into innovative dark vodka.
Powerful, the theme of craftsmanship is opening the way for worldwide interpretation. One can imagine Brazilian vodka made from Amazonian fruit.
Platform of Innovation
Theme 1: Tradition
The key element of the theme of ‘Tradition’ is to tailor new Vodka narratives and
practices, which fulfil the aspiration of two main demographics: the trendy young
urban consumer, and the rising demography of working women consuming Vodka.
In a high-pressure culture, trendy young urban consumers seek exciting practices that
challenge the traditional austerity of the Vodka world. Secret clubs of Vodka
connoisseurs, together with underground clandestine restaurants, could be an exciting
opportunity to revisit Vodka practice. As such, these secret Vodka clubs would blend
the high culture of Vodka connoisseurship with the low culture of underground
parties, such as Voodoo Ray’s – a premium pizzeria that fuses cocktails, music and
dancing until the early hours – or Bubbledogs, the unlikely marriage of hotdogs and
Champagne.
By contrast, the workingwomen demography is seeking a visible sign for their social
prestige – as proved by the success of Sheryl Sandberg’s book ‘Lean In’. ‘Grace
Belgravia’, London’s first women’s only private members’ club, or the elite casual
dating service ‘Killing Kitten’, are the cultural expressions of a rising need for
recognition of women’s social leadership. As such, creating a Vodka narrative based
on strong female figures, such as the ‘Great Catherine Vodka’, would be an
opportunity to celebrate women’s leadership and the danger for the quest of power.
Catherine the Great, Russia’s erudite empress and lover of French philosophy, is a
great narrative to draw upon, cuing on Vodka’s historic Russian heritage – Vodka is
the drink of empresses.
Theme 2: Purity
Either sublimed or perverted, the theme of ‘Purity’ opens the way for provoking a
sophisticated Vodka expression. The theme of Purity could be revisited through the
use of raw material, culturally encoded as ‘noble and pure’, such as organic white
roses, to create an ‘ultra pure’ Vodka and to step even further away from the Absolut
chemical purity. Cuing on the precedent of Lady Gaga’s first-ever black perfume, the
purity of Vodka could also be distorted into innovative dark Vodka. Dark Vodka
signals the celebration of dark forces and hidden desire. As such, the recent trend of
Vampire and Zombie, or the rise of mainstream erotica, offers popular themes from
which to draw narratives.
Theme 3: Character
Vodka is associated with adulthood – creating an opportunity for Vodka to play with
the code of childhood. Sweets, a key element of the child’s world, are interesting, as
the consumption of sweets amongst adults has never been so high as nowadays. Like
Charlie and the Chocolate Factory, Vodka could be transformed into lollypops,
marshmallows, and other Vodka candies. A pop-up shop could be designed as a
Vodka sweetshop for adults only. It would delight adults who seek releases from
work pressures by shamelessly consuming unnatural goods – celebrating the ‘Fuck
the Diet’ Movement initiated by the German food manufacturer Du darfst.
Theme 4: Craftsmanship
Powerful, the theme of ‘Craftsmanship’ is opening the way for more global
interpretations. The trends of street food and farmer markets offer the opportunity of
the renewal of Vodka’s raw materials. One can imagine a street drinks van offering a
worldwide range of Vodkas, such as Brazilian Vodka made from Amazonian fruit.
Cuing on the farmer culture, there is an opportunity to experiment with local new raw
materials, such as Scottish Thistle made Vodka, or to explore the possibility of a
multi-grain based Vodka. Finally, to challenge the trend of cocktails and to offer the
consumer the pleasure of creating their own Vodka delicacy, one can imagine a
herbarium of Vodka composed by a range of phials filled with unique Vodka made
from rare botanical formulae.
