Slushi's Select: Vodka

Working at the LCBO has given me the opportunity to learn about all varieties of wine, beer and spirits. There is alot that is involved in the process of creating a quality product. To know which is a quality vodka is based on many things including what ingredients are used to create it and how many times it is distilled. As a customer service representative it's my job to recommend product based on the customers personal taste, price, popularity and personal opinion. The past 3 years has allowed me to sample a variety of alcoholic beverages ranging from bargain brand to top shelf and personally price isn't always a factor when you are looking for quality.

Vodka is a traditional spirit created from starchy/sugary ingredients such as:

• Potatoes
• Corn
• Wheat/Barley
• Fruits

Depending on what it's made from can determine the subtle tastes involved with unflavoured vodka. Although you can't really taste vodka, it can influence the mix and the strength of regret from the hangover the next morning. 

Distillation is also important when determining a smooth, quality vodka. Distillation is the process of converting the water and starch into alcohol. The higher number of times the vodka is distilled, the smoother and crisper the shot will be. Smoother vodka also blends mix beverages more discretely and will prevent the rubbing alcohol taste some cheaper vodka's may have. 

                                                         

                                                              *cough* Smirnoff *cough*

As a student, knowing that you've spent your money wisely on a decent quality spirit is important. The following list are just a few of my favourites based on personal experience, price and quality. 

1. Tito's Handmade Vodka 

Quality: 9/10

Price: $34.85

# Of Distillations: 6 

Alcohol/Vol: 40.0%

Ingredient: Corn Based

Country: Texas, USA

Tito's Handmade Vodka is one of my personal recommendations based smoothness and price. To compare it to a more popular brand such as Grey Goose or Belvedere, both are only distilled only 4 times and cost $50 each. With a smooth finish and reasonable price, I strongly recommend this vodka and it's my personal favourite. 

2. Purity Vodka

Quality: 10/10

Price: $49.40

# Of Distillations: 34

Alcohol/Vol: 40.0%

Ingredient: Wheat & Barley

Country: Sweden

Purity vodka's is the vodka you bring out for special occasions and celebrations. Costing the same as Grey Goose, this vodka blows it out of the water when it comes to quality and smoothness. Distilled 34 times this vodka is incredibly smooth and should be enjoyed straight. This vodka is not always available all year long so if you happen to see a bottle in an LCBO, I suggest saving it. 

3.  Presidential Standard Vodka

Quality: ?/10

Price: $25.75

# Of Distillations: 8

Alcohol/Vol: 40.0%

Ingredient: Grains

Country: Ukraine

Presidential Standard Vodka is a new to the LCBO and was released January 24, 2015. I personally have not had the opportunity to sample this vodka but, I welcome anyone who wants to enjoy it with me. I saw this at work and was astonished that a vodka distilled 8 times is cheaper than Smirnoff which is only distilled 3 times. Hopefully this product will not be delisted from the LCBO and it will be available all year. 

Slushi Suggestion:

 Freeze your vodka and shot glasses for smooth vodka that goes down like water.

Vodka is a versatile spirit and creates a party from any drink it's mixed into without distorting the taste. Here are a few beverages I've discovered that I suggest trying.

Vodka/Ginger Ale/Aloe Vera Juice

1. Put ice into an empty glass and pour 1-2 shots of vodka.
2. Fill 1/4 cup with ginger ale. 
3. Mix 1/4 cup of aloe vera pulp. (regular,pomegranate,coconut,mango)

[This drink is great for keeping hydrated and preventing crippling hangovers] 

Vodka/Cranberry/Lime

1. Put ice into empty glass and pour 1-2 shots of vodka.
2. Fill 3/4 with cranberry juice.
3. Cut lime into wedges and crush into drink.

[Simple and sophisticated drink]

Screwdriver (Orange Juice)

1. Put  ice into empty glass and pour 1-2 shots of vodka.
2. Fill 3/4 cup with orange juice.

[The orange juice eliminates most of the burn from vodka so this drink can be deceptive]

As an advertising/marketing student I've learned alot about what's involved with selling a product. This program has taught me to not always go for the most popular or expensive product, but to do research to make sure I'm getting a quality product for a cheap price. I hope my advice helps people make wise purchasing decisions the next time they are looking to celebrate with a nice, smooth shot of vodka. 

-Thanks-

Slushi

Guerrilla Marketing: Creative Possibilities

Guerrilla Marketing is an alternative to traditional marketing that utilizes unique and low-cost idea's to in order to maximizes brand exposure. Traditional marketing involves conducting primary research and using media's such as television, newspaper or radio in order to communicate the brands message/product. Guerrilla Marketing however conveys the message through non-traditional channels such as social media and live events. What I enjoy about this form of marketing is the creative possibilities since it is not limited by restrictions of the media or financial costs.

This blog post will highlight a few creative idea's I thought were really effective.

1. Molson Canadian-Beer Fridge: 

Molson Canadian's marketing strategy is to create an emotional connection between the brand and it's target consumer. To communicate this tactic Molson created a special fridge that only opened when a Canadian passport is scanned. The vibrant red machine was placed in various towns throughout Europe in public locations where individuals tried to interact with it. What I love the best about this ad is when a Canadian is able to open the fridge and distribute the beer to the crowd. For the cost of a few beers, you can see the joy and Canadian pride it creates in it's consumer eyes and really fortifies  the positive Canadian stereotypes of sharing and socializing with others around the world. The event built brand recognition, created a positive brand image, and targeted the emotional perspective Canadians want to project to the world. Overall the campaign was a great success creating over 2.7 million views for the YouTube video, generated a lot of social buzz around the campaign and even sparked a follow up campaign the following year which required the user to sing "O Canada" in order to unlock the fridge.  

2. UNICEF-Dirty Water Vending Machine:

The purpose of this campaign is to inform individuals about unsafe water conditions found in developing countries. To communicate this message they created a dirty water vending machine that dispenses discolored water with labels such as "hepatitis" for $1. The vending machine was advertised in time square and the reactions from the consumers were recorded. By setting up this vending machine in a populated area, consumers were exposed to a unique ad that physically connected them to the UNICEF brand since they were able to interact personally with the contaminated water. This method more efficient then just telling the consumer that people need help since they can tangibly interact with it. The campaign was successful since it not only communicated the brand and message but they were also able to generate donations and media coverage related to the event.

3. Pepsi-Time Tunnel:



Pepsi's Time Tunnel campaign was created by AMV BBDO Advertising Agency and highlights a creative way of promoting the brand by using 3D projection. The concept for this campaign is to create an experience for the consumer which creates a connection with the brand. With the Pepsi Time Tunnel campaign, multiple projectors are hidden in a dark alley way and converge creating a 3D perspective. When the oblivious people walk by, it projects an image (Dinosaur) creating a "time tunnel" which interacts with the viewer. The sequence ends with an 3D Pepsi can provoking the consumer to buy the product. I love this campaign because of the concept and the use of new technology. Since this technology is relatively new not many people have had time to adapt to it so when they are exposed to it in a natural setting, the reaction created is more genuine. All the reactions were recorded and posted on YouTube which helped improve Pepsi's brand exposure and imposed a brand image in the consumers mind.

These are just a few examples of Guerrilla Marketing tactics that used limited budgets and creative techniques in order to promote their message to a wide audience. With such a wide range of  creative possibilities compared to Traditional Marketing, Guerrilla Marketing is definitely a career consideration I would like to invest in.

Electronic Music: The Vast Variety

My personal favourite genre of music is Electronic Dance Music, otherwise known as EDM. What I enjoy about is the variety of sound and emotion it creates. What many people may not know is that there are numerous sub genres. These sub genres are based on the type of sounds used and the BPM's (Beats Per Minutes).

Listed below are just a few examples of genres I personally listen to and invite you to explore them.

1. Electronic House:

Electronic House also known as "dirty house"is my personal favourite genre at the moment and is generally middle of the road when it comes to intensity. Imagine the uniformity of House music but spicier. I enjoy the balance of intensity this music has. It expresses energy but still has form.

• Beats: Medium-Fast BPM's
• Voice: Sometimes uses vocals
• Best Enjoyed: Partys, Gaming and Sports
• Length: Songs are usually 3-5 minutes unless included in a mix

Recommended Artists:

1. DJ Wicked Wes
2. Dimitri Vegas
3. Tiesto
4. Wolgang Gartner

2. Progressive:

Progressive is the music I enjoy listening to when I need to "zone out" .These mixes are usually longer and as the name suggests progressively pace themselves. Unlike Electronic House where the beats will crescendo at a "drop", progressive is more about the entire experience. I recommend listening to it when you need to relax, focus you just need to chill out.

• Beats: Medium-Slow BPM's
• Voice: Usually soft female vocals
• Best Enjoyed: Relaxing, Cleaning, Homework
• Length: Songs are usually longer and range 7-15 minutes with mixes usually lasting 1-2 hours.

Recommended Artists:

1. DJ Samer
2. Vice Tone
3. Sasha
4. Ferry Corsten

3. Hard Dance/Hard Style

If you are looking for something abit more intense then I recommend Hard Dance or Hard Style. This genre can be defined by its repeating beat and loud volume. This genre pumps you up and fills you full of energy and makes you aggressive. Personally I can only appreciate this music for a small period of time before It burns me out but for those who need intensity, check it out.

• Beats: Fast BPM's
• Voice: Limited Vocals
• Best Enjoyed: Moshing, Raving ,Extreme Sports (Shark Wrestling)
• Length: Songs are usually 2-3 minutes long.

Recommended Artists:

1. Ruthless
2. DJ Generator
3. Excision
4. Specimen A

4.Drum and Base

Drum and Base or DNB is a genre that focuses mostly on the base line and drum beats. This genre can range in intensity and is generally faster than progressive house but still evenly distributes the BPM's throughout the entire song experience rather than focusing on a "drop". Although vocals are common the focus is on the rhythm. I have alot of nostalgia for this genre and reminds me of my childhood playing Starcraft. Overall its one of the older genres of EDM and I recommend giving it a listen.

• Beats: Medium/Slow BPM's
• Voice: Common
• Best Enjoyed: Studying, Focusing, Athmospheric
• Length: Songs are usually 3-10 minutes long.

Recommended Artists:

1. Pendulum
2. Dimension
3. Ella Grace
4. Noisia

5. Electroswing

This is one of the most unique genres I've recently discovered. This genre emulates the style of music found in the 20's-30's swing era but boosts it with modern day electro. It's not for everyone but there isn't anything else like it available. Who knows, maybe your grandparents could appreciate it rather then dismissing it as "new fangled music".

• Bears: Slow/Fast BPM's
• Voice: Frequent
• Best Enjoyed: Exploring, Relaxing, Swinging
• Length: Songs are usually 2-5 minutes long.

Recommended Artists:

1. Caravan Palace
2. Swing Republic
3. Stex

This is just a small overview of the dozens of genres EDM has to offer and I invite all to explore the variety and find the genre they enjoy the best. The best way to enjoy these genres is by using the following websites .

Digitally Imported:Allows you to listen to live streams of a variety of EDM genres.

http://www.di.fm/channels

Beatport: Discover new artists and top lists.

https://pro.beatport.com/








90's Nostalgic Advertisements

The 90's was filled with commercials, t.v shows , toys and foods that defined my childhood and had it's own unique flavour. It's weird watching a commercials we see on television now and have it be "normal". Looking back at what "normal" was in the 90's really puts things into perspective. But I have to admit, I still love those commercials and wish someone would make a current advertisement that would homage this great decade.

With vibrant colours, fast editing, weird angles, and creative humour, here are a few 90's commercials that I found awesome. 

1. Sega: Genesis Commercial 

What I remember most about Sega was the "SEGA" shout at the end of each commercial. I also really enjoy the exaggeration used to describe the graphics processing. The angles, quick editing and close-ups were themes commonly found in the 90's. Even though I personally owned a NES, I still remember these Sega's ads. 

2.Canadian PSA's: Don't Put it in your mouth

I still use the wisdom that this PSA has provided me to this day. I remember seeing this commercial hundreds of times, preventing children from choking by singing them a cheerful jingle. Watching this commercial now (being a college student) I can see how someone may misinterpret the innocent message this commercial is trying to preach...that being said it's still good advice. I also always wondered why they included anthropomorphic vegetables, but I do understand from their perspective. 

3. YTV Commercials 

Commercials and movies these days are always pushing the capabilities of 3D images. Looking back at the early days of CG however, they were not as aesthetically pleasing. This style however really defined the 90's, from it's t.v shows like reboot and beast wars to it's advertising; I'll always appreciate it for it's shiny textures and unique colours.

4. McDonald's Commercials

I wounder what ever happened to the Hamburgular, or Grimis or that ironically cheeseburger addicted mayor? Although Ronald McDonald is still the mascot for the brand, it's weird to not see them in that many recent commercials. I understand McDonalds is trying to build it's reputation as a "premium" restaurant but, I would still love to see them use these characters in future campaigns. 

5. Nintendo 64: Super Smash Bros

As someone who played it in his childhood and owns it for the Wii U I've got to say they've come a long way. From the roster of characters expanding across multiple brands, the refined controls and the variety of match modes the new version has allot to offer. That being said I still really love this ad for the life the combating life sized characters. The over exaggeration and fast editing also gives it that 90's energy. I still remember Fox being the first character I played and how much fun it is when you combat your friends. Overall this commercial is great.  

In conclusion 90's advertising had a unique style that gave the decade character. Hopefully future ads can recapture the spirit and energy of this decade so we can experience the nostalgia of our childhoods. 

Super Bowl Commercials-2014

For many the Superbowl is the time of year to get close with your family and friends, grab a beer and to cheer your favorite team to victory. As someone who doesn't really watch sports I can't say much about the game but what I really enjoy is the commercials. Every year companies will spend millions to promote their brands for a few seconds for this one event. According to CBS the 2014 Superbowl broke records with over 111.5 million Americans watching on their televisions, 2.3 million streaming online and countless more watching internationally; creating an effective advertisement that stands out and communicates a message is crucial.With a price tag of over $4 million per 30 seconds of air time, if you are not using every second to it's full potential, you're wasting money. But while reviewing these ads I noticed some repeating themes that crossed over many of them. A few of these themes include the use of sexuality, humor and emotional appeal were the main focus of a majority of these ads.

This following list highlights a few of the ads that stood out to me personally and why I enjoyed them or disliked them. This list is in no particular order, just what I felt made the largest impact to me. You can view all the advertisements on the official NFL website HERE. 

1. Sprint: Super Goat Apology

What I love about this ad is the simplicity. Simple text with a hilarious punchline; what else do you need? The ad is promoting the offer that sprint will cut it's competitors customers phone bills in half if you switch to Sprint. Sprint even has the courage to elude to their competition as being asses. They don't need to fluff the ad up, they just want their competitors customers.

2. Discover: Unwanted Surprises 

Similar to the previous ad, this one features simplicity and goats. I personally found this one to be one of the best because of the setup. The ad promotes free Fico scores when you switch to the Discover Card and says that "no one likes surprises". I personally was surprised when the guy enters his apartment and not only is the goat surprised, but also the guy and the person he was talking on the phone with. Simple message with a great finale; more goats please.

3.Mountain Dew: Kickstart 

How do you market a highly caffeinated neon green beverage? You make a commercial that is absolutely insane. Although mountain dew is trying to promote their new beverage line "Kickstart", I personally don't feel enticed to purchase it. As a Superbowl commercial It works perfectly and keeps the crazy, over the top themes traditionally seen in Superbowl Ads. Personally though I felt like they were trying too hard to make it a meme. They should have focused on one strong concept then cramming a smorgasbord worth of content into a minute ad. I don't understand how partying chairs and twerking dogs helps sell a soft drink...but it is entertaining to watch, for a little bit at least.

4.T-Mobile: Kim Kardashian PSA

Now I would like to discuss the ads that I thought were terrible, and a prime example is this T-Mobile Ad. This ad is trying to promote the unused data that is taken back by phone companies but the message is communicated terribly. They make it look like a PSA which tries to evoke sympathy from the viewer by making the viewer feel that not watching Kim Kardashian is some sort of bad thing. Personally this entire ad is just oozing with narcissism and It makes me recent the brand. Personally I don't keep up with the news around Kim Kardashian (probably because I'm too busy with my life) but watching this just made me distaste her just a little bit more.

5.Budweiser: Lost Puppy Ad

One of the most popular ads this year was the Budweiser puppy ad. The ad promotes Budweiser by relating it back to their slogan "Best Buds". The ad overall is well designed and puppy is cute but, what does this have to do with beer? I really didn't like this ad since there was SOOO much focus on the emotional aspect with the use of cute animals, being lost in a big world and standing up to danger despite being a small puppy....please. I get this ad campaign is trying a different angle from the traditional over sexualised or "stupid" humor normally found in beer ads but, at least those ads show the product. I'm just saying instead of wanting to chill with my friends/family with a cold beer the entire time I wanted to just pet the puppy. Every frame of this advertisements heaps on a thicker layer of sappiness and emotion until the end and I just simply don't want to buy their product. I'll stick with my Molson Canadian.

The Superbowl commercials are my favourite part of football. Every advert is trying to grab your attention and entice you to act and that's what I love about the creative design that goes into these campaigns. Teams of individuals working together to come up with a concept that will make their commercial the one that is the most discussed. The ads which are universally loved are shared on several media platforms (social media, message boards, television, newspaper) for weeks to come. Let's just hope next years are twice as creative then the last.

Console Wars: Past and Future

Video gaming consoles are a great way of socializing with others and relaxing after a hard day's work. Although they are fun experience video gaming consoles cost can be quite costly and can average between $300-$600 depending on the offer. That's not even including access to online,additional games and equipment.With all these options selecting the correct one for you can be challenging.

This fierce competition to be the best has created a unique microcosm of conflict among the player bases of the top 3 companies; Nintendo, Sony and Microsoft. Each company provides its customers with their own unique IP's (Intellectual Properties) and gaming experiences that reflect what the consumer is looking for. For example the Nintendo Wii is marketed around a family focused target market and promote games such as the Mario franchise and the Wii Sports games. Consoles such as Sony and Microsoft however are targeted towards the more "hardcore" gamers and promote IP's such as Halo on the Xbox One and Killzone for the Playstation. What's interesting about these two consoles are the fact that despite being identical technically the amount of passion and support from their respective fans is intense.

The "Console Wars" is a term which refers to the conflict between which console is superior. Weather it is technologically superior, better game IP's, better frame rate and even larger console sales, the player bases of each console are determined to express their opinions everywhere online. Examples include gaming discussion boards, YouTube comments and social media are just a few locations of where people will ignite a debate over which is better.

This phenomenon was even parodied in a 3 part mini series on South Park where Kyle, Cartman, Kenny and Stan must choose between their friendship and which console to choose.The series ends in a literal physical fight between Bill Gates and the president of Sony which personifies the conflict and leads the children to come to a realization.

But is this conflict really negative or is it a win-win situation?. Personally I think this console war is the best thing that could happen to these companies. When 80% of your profits come from 20% of your loyal customers base, having consumers who will go out of their way to promote your brand can only help benefit your company. Consumers advertise and promote all over social media and defend their console choice as If it was their own country they were defending.

Even though the console wars are seen as primarily between the Sony Playstation 4 and the Microsoft Xbox One, Nintendo has also seen it's fair share of competition in the late 80's - early 90's between Sega. Similar to today where graphics and processing are used as support in arguments, in the 90's it was all about bits and blast processing. A great example includes this Sega Jaguar advertisement which solely focuses on the graphics of the console making the product superior. Despite heavy advertising on the amount of bits compared to it's competition, the Jaguar provided little in entertaining game play or audio which lead to it's slow decline.

In conclusion the console wars have been happening since gaming was invented and there doesn't seem to be an end in sight. As long as there are options people will fight in order to prove that their decision was the best one. This conflict can be harnessed in order advertise each console and providing your consumer base with USP's allows them to micro market your console all over the internet. It's interesting to see how much passion individuals will have when promoting their plastic boxes and it's interesting to see the psychology behind it. Lets just hope we don't let this jingoism impede research and development of new consoles and technologies and that future tech is determined by consumers and capitalism.