Kelsey Ohlbaum

The SKYY Life

What does one think about when they hear the work “Vodka?” Does their mind

instantly wander to an image of sophisticated men sipping dirty martinis in a smoke filled

bar, perhaps bikini clad women enjoying “sex on the beaches” while on well… the beach,

or even poor Penn State college students forcing down shots during their infamous “pre-

game” sessions. Well, in 1992 a new liquor company wanted people to have something

else in mind when they heard the word … their vision was the thought of a blue bottle, in

the hands of an elite clientele, decorated with stark, silver, recognizable wording…

In the twenty years that SKYY Vodka has been on the market, its managed to

develop a certain, desirable yet controversial, reputation. Not only has SKYY become

one of the top selling brands of Vodka in the world; it has also caught the eye of many

young elitists. Through the use of racism, sexism, and classism along with Aristotle’s

three classic appeals, SKYY Vodka has been able to use their ad campaigns to attract

what they would consider an “elite” clientele.

In order to reach their preferred audience, SKYY features its ads in certain prints

regularly, Cosmopolitan and Maxim being the two

most common. Being that both these magazines are

known for their obvious ties to sexuality it is apparent

right from the start that SKYY wishes to link itself with

sex appeal as well. In an ad featured in Maxim in 2007

this fact is clearly illustrated. The first ad portrays the

gender ideal of a white, blonde, slender, women in a

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tight bikini lounging on the beach. The woman in this ad alone appeals, through pathos,

to the predominantly male readers of Maxim by focusing on their desires. Not only is she

scantly dressed, perfectly sun kissed and ideally shaped, she is also glancing up at a well

dressed white male, holding a bottle of SKYY Vodka, none the less. A mans need to feel

wanted as well as dominant is also addressed in this ad. The man is not just standing by

the women, but hovering over her in a position that would seemingly trap her from

movement. While he is holding a vodka bottle in one hand and two glasses in the other,

his fists are not casually draped over the items but clenched, a recognized symbol of

aggression. His body language indicates that the beautiful woman below him has no

choice but to share a drink with him, yet her suggestive, “glance up” gaze makes it

known that she wants too. SKYY implies to its audience that if a man is to drink their

vodka not only will he be surrounded by beautiful women, they will, for lack of a better

term, “want him” and they will “want him” to be dominant.

Another ad by SKYY featured in Maxim Magazine keeps its coined sexual appeal

in tact while also appealing to another, extremely important part of SKYY’s purpose,

classism. While the ad still has a sexy, slender, white female in it, serving a male… less

noticed aspects are far more important. SKYY seeks to

subconsciously convey the message that they are a

vodka for the elite. The man in the ad, whos arms and

legs are the only visible parts of his body adding a

mysterious aspect, is again dressed in what seems like a

very nice, expensive suit. Additionally, he is seated in a

very modern, Ikea looking chair, not common to those of the lower classes. His

apartment appears to be located on an extremely high floor, maybe even the penthouse, of

a building located in a city, perhaps New York? These factors work to establish his

credibility, or ethos, as an extremely wealthy, affluent man.

Not only does SKYY seek to establish ties with wealthy males, it holds the same

goals for wealthy females. In an ad featured in Cosmopolitan in 2009, another gender

ideal female is shown descending the steps of a private jet. Her body is decorated in a

beautiful dress, expensive looking heels and

fine jewelry, all immediate tell tale signs of a

rich lady. Not only does this image appeal to

the pathos of the wealthy in that, that is who

they are, it also appeals to the pathos of the

lower classes, in that, that is who they want to

be. SKYY makes a clear effort to associate

itself with “the good life.” The woman

descending the stairs seems to be in Egypt (I’m

assuming from the pyramids in the

background), a place that the average working class woman may have trouble visiting.

Additionally, Egypt as well as pyramids are often associated with the likes of Cleopatra

or Nefertiti, ancient female pharaohs who were no stranger to a life of luxury. To make

the point even more poignant, awaiting this modern day queen is a male butler, ready to

serve her, what else, SKYY Vodka, the first choice of a successful female.

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Just as touched upon in

the aforementioned ad, a

billboard displayed in many

major cities, makes statements

pertaining to “the good life.” The

billboard displays a, once again,

beautiful, half dressed female

and a well dressed male. Both are sharing drinking of SKYY vodka while lounging

poolside. Both are wearing a smile on their faces and appear to be thoroughly enjoying

themselves and each other’s company. The vodka, being located in the center of the ad, is

the reason for this enjoyment. While the man is positioned in a “I’m calm, cool and

collected,” type pose, the woman’s body language is saying “I’m drinking, flirting and

loving life.” Both speak to their audience, begging the question of whether this is what

they want as well. If so, drink SKYY vodka.

One must notice that in all the ads, the models are all of the Caucasian race, they

are all beautiful, they are all seemingly wealthy, and they are all consuming SKYY

vodka. It is blatantly clear what SKYY is trying to say. The elite, meaning the rich,

powerful, beautiful white people are the ones that should and do consume our product.

Their racism, classism and sexism is expressed clearly through pathos, ethos and logos in

all of their ads.