乔恩·迪特鲍姆（Jon Deitelbaum）
总裁兼首席执行官，Planet 10精神
伊利诺伊州芝加哥
“烈酒行业的问题是全能的人
diageo而且Absolaut不会看他们的产品的真正含义。乔恩（Jon），喝这些产品的那个人，作为社会化的催化剂，没有人在和我说话。这只是瓶子里的精神。这促使我从外部工作。找到了我朋友喜欢的伏特加酒后，我们考虑了与行业中的人们建立联系。我们说：“谁触摸比任何人更多的酒瓶？”调酒师。那么，为什么我们不让他们帮助我们设计瓶子而不是设计公司呢？由于他们的输入，我们将第一个Nonslip橡胶握把放在酒瓶上。我们选择了一个可以引起情感反应的名字。“ Effen”是荷兰语的平滑语。它显然在美国具有双重含义。 It’s a fun call: ‘I’ll have a dirty Effen martini.’ But people get past that real fast. When it comes to marketing, we try to create some mystery. How many brands have that? For Fashion Week, we got the hottest designers to outfit our bottles for charity. It just so happens that our first bottle got stolen. We got tremendous press. People asked me if I stole it. Does David Copperfield steal his props when he makes them disappear? It’s all about taking what people are jaded about–another bottle designed for charity–and making that next step. It’s a calculated circus.”
