|SOBIESKI VODKA: A CASE STUDY
Sobieski Vodka, the #1 premium vodka in Poland, was ready to move into the overheated U.S. vodka market.
With less than a week before the pitch, Jay was tasked with racing to Poland to shoot, write and edit a short film; an extra dash of moxie to be played at the top of the agency's presentation. (Here's a clip...).
To be heard over the din of the so-called "vodka wars", the agency needed a big idea. Jay's print ad was the first step in establishing the voice of Sobieski in the United States:
"An Announcement For Those Prepared To Have Their Illusions Shattered.
Vodka Originated In Poland.
Jay's strategic branding concept took aim at the excessive gimmickry flooding the vodka marketplace. In a market lousy with stale tactics like "fashion-conscious bottles", Jay wrote the Sobieski voice in the spirit of confidence and crystal clear transparency:
"We Designed A Bottle To Suit The Spirit Inside.
Notice The Lack Of La-Di-Da."
A simple message, designed to move a brand - unknown to U.S. consumers - straight to the top tier with breath-taking speed.
Jay's branding concept of authentic quality and rich tradition cut through the welter of strained assertions with a fresh voice and muscular simplicity that resulted in record-breaking sales.
"I found Jay to be an incredible resource, and person. A rare combination of many different skills - writer, producer, camera man, researcher, to name a few. A great doer, a great collaborator."
MECHANICA (Ad Agency/Saucony)
"We found in Jay Weiss the writer who perfectly captured our unique identity across every platform for our major expansion and marketing effort."
Founder and CEO, The French Culinary Inst.
"How I wish I could write as clearly, simply and elegantly as the person who created this copy.
It isn't good, or even great: it's exquisite, beyond my most ambitious ambitions and expectations. The copy is sublimely elegant."
Founder, Mullen Advertising
On Jay's work for the French Culinary Institute
"Faced with danger, scant resources, and a complex, fluid story to cover, Jay's intelligence, professionalism, and superb instincts were absolutely invaluable."
Former CBS News Anchor
"He has covered stories all around the world, a remarkable body of serious work... everything from pop culture to medical science to the most intricate levels of foreign policy."
Exec. Prod., ABC News Nightline
"...an insatiable intellectual curiosity, a shamefully rigorous work-ethic and rather amazing reserves of physical energy all of which are clearly reflected in the exemplary work he has done."
Reporter, ABC News; New York Times
"Jay has a brilliant mastery of language and images. He was instrumental in my successful judicial campaign as my key strategist and consultant."
Judge - Elect
"Jay Weiss lets every story touch him. I have seen him connect with people all over the world, with a gift for really understanding what the person in our camera's range is experiencing.
In his career overseas, he encountered maybe a couple thousand people who got through to him. That's a pretty big cast of characters from so many vivid memories from so many journeys overseas. "
ABC News Correspondent