August 10, 2003

Great Moments in Branding - 1

Looking for a name for a new vodka product? Kyndal of Scotland (I know...Scottish Vodka?) chose: Lush, adding an extraneous apostrophe for a foreign flair. Pretty hilarious.

It turns out that in Britain, according to Websters Unabridged, lush can be defined thus:

\Lush\, n. [Etymol uncertain; said to be fr. Lushington, name of a London brewer.] Liquor, esp. intoxicating liquor; drink. [Slang]

Perhaps the branders also had in mind: luxuriant, opulent, voluptuous, sensual.

Naturally, in American English, a lush is a drunkard. So I guess it does work on multiple levels. How about D'ipso or W'ino?

By the way, the thought of a vodka tasting of cream with vanilla or strawberry is pretty terrifying to me. Yuck.

Seems intended to appeal to (very) young drinkers, even younger than the twenty-somethings targetted by L'ush marketing. Looks like a new concept in liquor marketing: Vanilla Coke as a gateway drug. I guess that's what they mean when they suggest we "Live Life Lush".