Via Owen’s Frager Factor:
W + K Amsterdam is behind a black & white online project to promote Polish vodka brand Wodka Wyborowa. The site aims at launching a “W movement” claiming there is no “v” in the vodka distilled by Wyborowa. The original vodka comes from Poland, and it’s spelled with the “W”.
Besides the fact this is one hell of a campaign (click to visit Wodka.com) I wonder how this effects Roustam Tariko of Russian Standard, the buyer of Vodka.com (3 Million dollar purchase)?
(Above: Roustam Tariko. image source DNJournal.com)
Will this cause more traffic to the generic version? Will it cause less traffic once customers come across the campaign and remember the “W” for future visits? Does it hurt Russian Standard as now they are not the authentic choice? This makes an interesting case that generic domains can play against a brand if a competing brand throws the generic argument at them, arguments such as “do you want the “real thing” or would you rather have the “authentic” version?” or, “Would you like a common item or a unique one?”.
Don’t think there’s right or wrong here, just a possible interesting discussion and maybe few lessons to learn. Great catch Owen.
Interesting marketing angle. However suggesting Vodka was invented by the Poles created a heated debate in our (Russian) office. If that is anything to go by, Roustam Tariko is still onto a safe bet
Domain names are the most powerful form of perpetual advertising known to man. Advertising can only change the present not the future. Advertisings effect at best is fleeting. Domain names are the gift that keeps on giving. Also advertising cannot change the dictionary! Just some random thoughts to share.
The Word is водка.
The Western Slav Nations did not adopt Latin Scripts until well after the Middle Ages were over.
I’m happy to see this blog entry. I picked up the IDN wódka.com a while ago, which just so happens to be the correct Polish spelling of the word.
Cheers, or shall I say Na zdrowie!