Marketing Strategies - Episode 1 The Smirnoff menace

When we decided to make our blog about Vodka and when I chose to work more specifically on the main actors marketing strategies well…I was firstly a bit suspicious regarding the power of marketing knowing that when I choose one it’s most of the time late, in a dark and noisy environment and the pretty waitress has not much to do to convince me taking a more expensive bottle given that my attention is fully attracted on the color of her eyes more than anything else… Then I hear someone yelling in my ears something obscure… O ye it must be my best friend remembering me that I am not one of the Rothschild inheritor and finally we take the same bottle as always, the one not too cheap nor too expensive to respectively save money on headache drugs and not get a call from my banker the next morning…

After sobering up I do have to admit that there must be a little something else helping my alcoholic friends and myself taking most of the time the same brand of Vodka wherever we buy it and even if we have a wide choice of up to 20 different brands in big clubs or supermarkets.

Therefore and for the first article on main actors marketing strategies, let’s have a look at Smirnoff, number 1 seller of Vodka in the world with nearly 25 million of 9 liters cases per year (2011 figures) far ahead Absolut and their 11,2 millions. http://vodkasales.com/tag/vodka-vodka-sales/ To reach these figures, Smirnoff has put in place strong advertising campaigns focusing incredibly well on their target… The 20/30 years old urban people. http://www.campaignlive.co.uk/news/1153157/

A quick look on their web-site gives us straightforward a precise idea of what it is all about. It is about having and sharing an experience, more precisely a new night experience thanks to the brand. We are not talking about a drink or a product anymore but about feelings and experiences that are part of our happiest moments in life ie: The time we spend with our friends... The web-site proposes to teach us how to make drinks but more interesting to propose our drinks and share it with the other users. It is like ‘being part of the Smirnoff community’; share your experiences with us. http://www.smirnoff.com/en-us/newmain/vodka-drinks/drink-recipes/#axzz2hn9fHipD

Another example would be the 2013 Smirnoff Ice summer Tour. Parties organized all over the world by Smirnoff and gathering thousands of young people for parties and concerts all night long. Once again we are talking about sharing moments, experiences and feelings... thanks to Smirnoff. http://www.youtube.com/watch?v=mV9vL4hozoU

Smirnoff is clearly playing on our affect and it is a powerful lever. The brand identity is strong and Smirnoff is like a cool friend, a guy we want to be like. Example given with the 2011 advertisement campaign featuring the worldwide famous singer Pharell Williams comparing a song and a Vodka 'The best mixes start pure'  http://www.campaignbrief.com/2011/08/smirnoff-and-pharrell-williams.html

http://www.youtube.com/watch?v=pXf9CxKlLGQ

So finally my decision to take most of the time a Smirnoff bottle is not only due to the waitress' pretty eyes? Definitely not… Smirnoff marketers have made a great job to make the brand a cool and fashion brand and even more than that: a friend... the one we want to spend a crazy night with.

Coming next… Episode 2 The Absolut strikes back