1,2,3…Nice
We found ourselves at a fashion week event a little while ago packed into a rooftop penthouse among little black dresses (press), suits (sponsors), and low thread count t shirts, gold chains and jazz shoes (invites).
Fried chevre fritters, conch salads and mushroom skewers passed on silver platters with spiraled black napkins; throngs of people positioning for cucumber martinis amidst models on platforms wearing fur under shining bright lights, with faces so perfect and matte and devoid of sweat that facial hair seemed but an afterthought, an accessory to make-up.
We took refuge on the balcony to catch the sunset and avoid the music. Snippets of other conversations came in and out, mostly ‘my iPhone’ and ‘David Cho’ and ‘Beatrice.’ There was nowhere to sit, and the lights that weren’t making the models sweat were pretty intense, so we said our hellos and goodbyes and ducked out.
The floor of the lobby was filled with gleaming white gift bags. Buried amongst the massive fashion magazines, designer water, and mascara was an airline-sized bottle for Pravda Vodka in meticulously embossed packaging.
Presumably catering to the mindset of their skittish socialite target, the four sides housing the bejeweled 2 oz. Pravda bottle provided an immediate call to action, a challenge to compare Pravda to your current vodka. In some sort of drunken Patrician logic, two of the challenge’s three merits for judgment are the same.
1. Aroma
2. Smoothness
3. Lack of harshness
A vodka so confident in both smoothness and lack of harshness is surely my vodka of choice. I’d be stupid if it wasn’t.
Perhaps Pravda’s enthusiasm for repetition is sign that greater change is afoot, that the choke-hold of single minded thoughts and concise messaging that dominates advertising strategy is waning. With a limited time and space to interact with your audience, why not use all of your available time and space to repeat the same thing? In a world so desensitized to brands and advertising, a wiser, more bitter public will not respond to something they see once. But all brand messaging? Saying the same thing? All in slightly different ways?
Genius.
If it’s not genius, then I hope it at least works in Poland.
Cleavage - Barah || Studio
