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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
Lambesis agency took over the account in 1998,
the challenge was to create a brand image that
would generate buzz among young adults and create
awareness and trial in a category already dominated
by strong brands such as Absolut and
Stolichnaya. The agency realized that it would be
critical to establish an emotional connection with
young adults, who were beginning to develop
their brand loyalties, and set out to create imagebased
advertising that would distinguish the brand
from competitors’ more product-focused ads.
The “Skyy Cinema” campaign was launched in
1998 and targets 21- to 34-year-old urban, metroconsumers.
To establish Skyy’s brand platform,
identifiable cinematic cocktail moments were created
for the advertising. The high-impact ads do
not contain any copy but, rather, rely on stylish,
seductive visuals that set up various noir-inspired
story lines but leave the actual scenarios up to the
mind of the viewer. Chad Farmer, the creative
director for Lambesis, notes that all the ads establish
Skyy’s distinctive cobalt-blue bottle as the
“star” and have made it an iconic symbol while
showcasing the brand as a catalyst for a great cocktail
moment. To create a buzz about the campaign,
a media plan was developed to reach styleconscious
trendsetters through avant-garde publications
such as Paper and Interview. As the buzz
9. Creative Strategy:
Implementation and
Evaluation
Appeals and Execution Styles
266
© The McGraw−Hill
Companies, 2003
developed, more mainstream magazines were
added to the media mix, such as Details, Spin,
Vogue, Rolling Stone, InStyle, Movieline, and
Entertainment Weekly, along with outdoor ads in
key influential markets.
Skyy’s former brand manager, Teresa Zepeda,
notes that Skyy is all about style, innovation, and
quality. She notes: “We have to be disciplined and
be focused, and make an impact speaking to our
target rather than speaking to every consumer just
a little bit.” Skyy has achieved its tremendous
growth despite spending only a fraction of the
media dollars of its big-spending competitors such
as Absolut and Stolichnaya. Zepeda adds, “We look
bigger than we actually are and that is the
strength of our creative and focus behind the
brand.” Actually Skyy is becoming quite big: Its
sales have jumped from 3,000 cases in 1993 to
more than 1.3 million cases in 2002. The liquor
trade has recognized Skyy as the “fasting-growth
spirit of the decade,” and it has received Impact
magazine’s Hot Brand Award in the spirits category
for six consecutive years. It appears the skyy may be
the limit for this hot brand.
Sources: Kenneth Hein, “Strategy: Skyy Sets the Stage in Sultry
Cinematic Scenes,” Adweek, June 17, 2002; Melinda Fulmer,
“Skyy Vodka Shoots for the Hip,” Los Angeles Times, Apr. 17,
1999, pp. C1, 3; Theresa Howard, “Marketers of the Next Generation:
Teresa Zepeda,” Brandweek, Nov. 8, 1999, pp. 18–21.
In Chapter 8, we discussed the importance of advertising creativity and examined the
various steps in the creative process. We focused on determining what the advertising
message should communicate. This chapter focuses on how the message will be executed.
It examines various appeals and execution styles that can be used to develop the
ad and tactical issues involved in the design and production of effective advertising
messages. We conclude by presenting some guidelines clients can use to evaluate the
creative work of their agencies.
The advertising appeal refers to the approach used
to attract the attention of consumers and/or to influence
their feelings toward the product, service, or
cause. An advertising appeal can also be viewed as “something that moves people,
speaks to their wants or needs, and excites their interest.” 1 The creative execution
style is the way a particular appeal is turned into an advertising message presented to
the consumer. According to William Weilbacher:
The appeal can be said to form the underlying content of the advertisement, and the execution
the way in which that content is presented. Advertising appeals and executions are usually
independent of each other; that is, a particular appeal can be executed in a variety of ways and
a particular means of execution can be applied to a variety of advertising appeals. Advertising