Myth Appeal

Brands are creating mystique by introducing luxury processing

Implications - Brands hyping production mythology are increasing their luxe appeal. In many cases, it’s likely the production steps do not dramatically increase quality - even to the consumer. However, the appearance of luxury does add to the appeal of almost any product. Simply put, these products create the feeling: “Why? Because we can.”
SCORE 4
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61,582 Total Clicks
Dec 06 - Sep 08
Warm
MarketingLifestyleLuxury
Featured Examples
Luxury Liquor Secrets - Gold Flakes Vodka Has the Midas Touch
SCORE 6.1
Warm 23,410 Clicks Pub: Aug 27, 07
Luxury Liquor Secrets
Gold Flakes Vodka Has the Midas Touch
French Vodka company, Shaw-Ross Importers, is ready to take the Russian staple to a whole new level of luxury -- by infusing it with real gold! The liquor is a fusion of purified underground spring water,… [More]
Diamond Filtered Vodka - £540,000 A Bottle
SCORE 6.3
Warm 14,978 Clicks Pub: Apr 7, 07
Diamond Filtered Vodka
£540,000 A Bottle
Diva Vodka is triple distilled, filtered through Nordic birch charcoal to purify then passed through a sand of crushed diamonds and gems. Now this is the bit I love - adorning each bottle is an intense… [More]
Old Water - 10 Thousand BC Luxury Glacier Water
SCORE 5.1
Warm 8,130 Clicks Pub: Dec 7, 06
Old Water
10 Thousand BC Luxury Glacier Water
10 Thousand BC is a luxury bottled water brand from Canada that claims to be the best bottled glacial water in the world. The water comes from the Coastal Glacier Range in British Columbia and costs about… [More]
Diamond-Filtered Alcohol - Diamond Standard Vodka
SCORE 5
Average 10,601 Clicks Pub: Jul 2, 08
Diamond-Filtered Alcohol
Diamond Standard Vodka
I would file this alcoholic beverage under H for "Hype." It boasts a purification process that uses 600 cut diamonds of UP TO one carat in size. I'm not a Vodka expert but, I would think that in order… [More]
Free Radical Water - Mizu No Genso is Just Hydrogen and Oxygen
SCORE 0.8
Untested 2,281 Clicks Pub: Oct 21, 07
Free Radical Water
Mizu No Genso is Just Hydrogen and Oxygen
Water is indeed becoming a luxury these days, so it’s no surprise we can feature another premium water. Mizu No Genso (Elements of Water) is a fancy new product out in the Japanese market. Priced at… [More]
Underwater Aging of Champagne - Louis Roederer
SCORE 0.8
Untested 2,182 Clicks Pub: Jun 14, 08
Underwater Aging of Champagne
Louis Roederer
Louis Roederer, one of France’s oldest and last independent family-owned champagne makers is the first bubbly producer to test underwater aging of their product. They have recently placed several dozen… [More]
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