Marani Brands Inc. (MRIB)

[Matthew Berg]

Don't know, don't care... But I do like the commercial. They hit on all points that needed to by brought out about Marani Vodka.

Except a distributor name or a retail location for purchase. But then again, I don't think selling vodka was the goal. Getting people hyped up about the stock and supporting their paid promotions was the intent. Just another teaser without substance like a planned media schedule to back it up. Just another cheap effort like lame events, empty bottles, worthless contracts and exaggerated claims to invite interpretation of much more than it actually is.

Show the existence of a YouTube video and people believe a national commercial and media plan exists. Wave around some licenses for a bunch of new states and people believe those states have distributors and retailers in place and are selling. Announce a $100 million contract with no terms and people start counting the money before a single sale is made. Buy $7500 worth of empty glass bottles and people believe they're filled and sold before loaded on a truck. Get one additional retail store and tout it as an expansion at a national retailer and people think the whole chain will be selling imminently. Announce an event and people start comparing it to a Hollywood red carpet event. All teases and half efforts that depend on the overly optimistic to make them whole and complete the illusion to support and or drive up the PPS artificially so they can dump more stock.

As to the "ad" itself, I don't think it's very compelling and it certainly didn't take much or cost much to make. Stock footage and some software. Should have been done months ago. Editing on it should have been a one or two day job at most. Regardless, it's just a video on YouTube along with a million ALS ice bucket challenges. No more, no less. I think to sell in such a crowded space you need something that stands out. Something edgy or funny... Entertaining to the point where you remember it. That's what branding is. Memory. Maybe some star power or at least some human element. Look at other ads. The new Smirnoff campaign with Adam Scott, funny with star power. 1800 with Ray Liotta and Michael Imperioli, very edgy. Ciroc with Diddy, kook to a target audience with a theme. It's a common thread. If it doesn't make it into a story in Adweek it's not worthy of television. Spirits advertising is too competitive to put out something as generic and unmemorable as this ad. To spend $20,000 a spot to air that would be a total waste of money. Then again, I doubt it will ever air on anything other than possibly $300 small market regional remnants. And just like always, if that happens people will start claiming $200,0000 national ads are in production and on the way!

Don't be fooled by these teasers. Believe it when you see it for real. Right now this video is competing with "squirrel attacks snake"! Lol