Belvedere Vodka | Making Maceration of Masturbation Marketing Report Card

Almost a year ago I wrote about Belvedere vodka and their sexy new ‘maceration’ campaign. Today I’m back for an update. Did the femmes fall for ‘maceration’?

Choose Lucious Words

The answer seems to be ‘no’ but they may be falling for Belvedere vodka.

Years ago, I worked on a fabulous product called Ixora, a vaginal lubricant. ‘Change the name,” I pleaded.  “There’s nothing sexy about it. It sounds nasty.” As my friend at Sam’s Club said: You want me to put that icky sore stuff where?”

My client was attached to the branding concept of the ixora plant in India, which sounded good until you opened your mouth. The human tongue doesn’t sequence ‘ixo’ (check the English dictionary) you can’t spell it, and and product put on human skin sounds positively anemic.

I lost the argument; the fabulous product died with a real-estate guy who believed his actress girlfriend knew better than I on these matters.

Own Your Marketing & SEO

‘Maceration’ is sexy in the hands of LVMH images and website (no traffic to speak of), but they haven’t controlled the development of the word in Google at all. In both Google search and Google images, we see ugly wound on legs and feet, when searching for ‘maceration’.Yuck!

Belvedere doesn’t even have Google ads owning a top position on a search for ‘maceration’. The website has bottom-half page 1 position, inexcusable for a liquor brand.

Search Facebook + ‘maceration’ and you don’t go to Belvedere on page 1. It seems that ‘maceration’ is a bust, at least in establishing a tie between the vodke-making process and female self-pleasure. The original maceration|masturbation tie-in was unique and fun but badly executed in my playbook.

Facebook Fans

Absolut 455,213 (note Absolut has a much more developed Facebook fan page and does lock down their Facebook page with google ads)

Belvedere 60,422

Grey Goose 5,284

NOTE: LVMH has just launched Nowness, a digital art magazine, which is fantastic!

Celebrity Status

Belvedere couldn’t ask for better publicity than having Madonna peeved that she couldn’t get her fav vodka brand Belvedere at the opening of LA’s new Soho House. (We believe the blogs exaggerated the nature of Madonna’s reaction, hence we don’t publish based on what we’ve read.)

“Madonna walked in with her manager Guy Oseary and her entourage and ordered a Belvedere vodka. It was left to one rather nervous waiter to tell her only Grey Goose was available and when he did all hell broke loose.” via Hollywood Dame

More celebrity Belevedere news:  Belvedere is sponsoring Chelsea Handler, the alcohol-loving author of “Are You there Vodka? It’s Me Chelsea.” Bruce Willis signed a four-year deal with Belvedere that gave him a 3.3 percent stake in the company in exchange for promoting the Sobieski vodka brand.

Our original post Maceration & the Sexy Business of Belvedere Vodka

Maceration, technically-speaking, is the artisanal process Belvedere premium-flavored vodka uses to make its premium flavored vodka. The process uses only natural ingredients, delicately drawing out the vibrant flavors from fruit peels, flesh and flowers.

Consider maceration a slow stripease for a vodka bon vivant.

The Polish vodka brand has just introduced Belvedere Black Raspberry luxury vodka. This campaign is luxury with a twist — a very sexy message aimed directly at women at Maceration is Natural. The campaign is better understood within the context of Belvedere being part of the Moet Hennessy group. That’s LVMH, luxury brands par excellence.

The Belvedere Black Raspberry sexy advertising campaign is centered around the tag line “So you’re curious about maceration.”

Are You Curious? Belvedere Vodka Maceration

Hopefully, most women are interested in knowing more about the science of creating vodka pleasures.

Remember, idle hands are the devil’s tool. Learning how to properly use a martini stirrer is a social talent that every woman should have in her arsenal of sexy tricks. Anne

Comments

[TUr]

Awesome post