To stand out in the crowded vodka category of the distilled spirits market, brands try all manner of methods to get attention. A particularly popular tactic is to go naughty in advertising and marketing efforts, with themes and images that walk the fine line between wicked and evil.
The vodkas that go the eyebrow-raising route are usually brands with lower sales volumes and smaller ad budgets, which hope the double entendres will generate buzz among drinkers. (That is not to be confused with “a buzz among drinkers,” which is what the vodkas themselves may achieve.)
An example is a campaign for Three Olives vodka that is centered on the faces of drinkers. The ads use an expression to describe their looks that is meant to suggest sexual pleasure.
Now, the biggest vodka brand there is, Smirnoff, sold by Diageo, is taking a naughty tack in a campaign that introduces two additional flavors, Fluffed Marshmallow and Whipped Cream.
The campaign, which is scheduled to get under way on Thursday night, has a budget estimated at $8 million to $11 million.
The flavors are among what are known as confectionery flavors, sold under names like Cupcake vodka. They are “playing to the decadent and sweet side of vodka,” Alefiyah Sarma, senior brand manager for Diageo in New York, said in a phone interview on Thursday.
The decadence is also present in the campaign, which includes television commercials, print ads, outdoor ads and a presence in social media like Facebook and Twitter.
In the commercials, featuring the brand spokeswoman, Amber Rose — a model, D.J. and judge on a TV show Smirnoff sponsors, “Master of the Mix” on BET — there are eyebrow-raising expressions.
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