Whether you personally partake in the consumption of alcoholic beverages or not, we can all agree that it is pretty impossible to avoid being surrounded by advertisements for alcohol. Promotions for alcohol can be seen on television commercials, in magazine print ads, outdoor ads on buses, billboards and sports complexes and a constant presence on social media.
One of the companies that is most successful in grabbing public attention through the use of multiple mediums is Smirnoff vodka. In their recent $2.5 million ad campaign, Smirnoff utilizes every facet of advertising in order to saturate the market with their name and their products. In order to stay relevant in such a competitive field, Smirnoff has been introducing new and exciting vodka flavors such as their light sorbet flavors in Raspberry Pomegranate, Mango Passion Fruit and Lemon.
Another tactic that Smirnoff employs to gain popularity when promoting their products is the usage of a “naughty-and-nice” theme, with supermodel Amber Rose as the face of this campaign for their Fluffed Marshmallow and Whipped Cream flavored vodka. This popular new campaign is featured on television commercials as well as in print ads in magazines. This ad approach is featured during prime-time television (7pm to 11pm) on channels such as ESPN, MTV, and main broadcast networks such as FOX and NBC. The time and channels on which these ads air is no coincidence; Smirnoff understands who their target audience is and exposes them to their products at the most opportune times.
Young, hip socialites between the ages of 21 and 35 are the ideal demographic as consumers of Smirnoff. In order to appeal to this group of people, Smirnoff remains current by advertising their products on social media platforms such as Twitter. Smirnoff ads also employ the usage of attractive models, trendy and catchy music and popular flavors to entice their consumers.
Smirnoff, as well as other alcohol brands, are immensely successful in attracting their desired fan base by identifying what will entice their consumers and applying those strategies in several different forms. By using multiple different media platforms to promote their products, they frequently remind their consumers of their products without bombarding them with the product repeatedly in the same manner, which will successfully keep the consumer’s interest without turning them off from the product.
If you haven’t seen the Smirnoff commercials featuring Amber Rose, I suggest you check one out and analyze it for all the successful persuasive techniques it employs. Also, keep your eye out for Smirnoff ad campaigns everywhere else; you may not have noticed before how prevalent they are but I can guarantee that you soon will find them hard to avoid—they’re everywhere! And remember: always drink responsibly.