Belvedere: Because the fun is near!

"Advertising is used in a free-market system to promote one brand or group over another. Most competing brands are of equal quality—that is, they are parity products or services. For example, most shampoos in the same price category (perhaps even across price categories) use similar ingredients and provide equivalent results." pg. 3  Belvedere has been around since 1996, just about a year longer then its direct competitor Grey Goose. The difference between the two brands isn't much considering the fact that they both are produced the same exact way.  The only real difference between the both is that Belvedere is produced in Poland while Grey Goose is produced in France.  What I plan on doing differently to distinguish Belvedere from Grey goose would be by advertising.  I plan on wowing my consumer with visuals and creating this dream fantasy we all want to be in and consume.  I want to take Belvedere and flip it into a different direction.  I want people to think of Belvedere and picture in their head the best night of their life is about to occur.  Which is why i came up with this short new up-beat slogan "Belvedere, because the fun is near!" "Teams generate ideas. Once an idea is chosen, the art director is responsible for the art direction (the overall look and feel, the visual style, and the selection of photographer or illustrator) and the visualization and design, and the copywriter is responsible for the writing. When a creative team works well, the division of labor might overlap." pg.12  My purpose is to bring more awareness to the brand and help it find those niches that haven't been part of the following. I don't plan on turning this company around myself.  I will be recruiting 6 creative minds to help me bring this advertisement campaign to life. "Full-service agencies offer a broad range of business and creative services related to the advertising process, including planning, creative ideation and design, production, implementation, and placement. Some full-service agencies also handle marketing communication, such as public relations, promotional design, interactive advertising, and direct marketing, or are in partnerships with companies that provide those services." pg. 12  With the help of my staff I wont have a problem covering all of these sectors being mentioned.  each staff member will have specific roles to be in charge of.  For example planning, creative ideation and design, etc.