Things tend to come and go in cycles. Right now there’s a craze for anything and everything having to do with vampires, a fact that can no doubt be attributed to the Twilight books and films. Though it seems every movie, tv show and book coming out now involves vampires in love, in another year or two I’m assuming we will see much, much less of it. Or we will see ultra-violent vampire movies emerge as a backlash to the romantic, pre-teen appeal of Twilight.
Rock music is also a thing guilty of having a cyclical nature. When it gets too happy and smiley, a genre like grunge rears its head in response. When that overstays its welcome, a return to breezier, sunshine-ier music is likely around the corner.
That’s just how things work. And, come to think of it, advertising is a thing, too.
Let’s look at how strategy has changed for advertising in the alcohol industry, because if you saw an ad for a vodka brand five years ago and then saw one today, the message would be completely different. Five years ago, advertising for the non-beer alcohol sector was reflective of a more extravagant culture, obsessed with the idea of sipping fabulous pink cocktails while hopping bars and clubs, an image glamorized by Sex & the City. Ultra-premium brands like Grey Goose and Patron gained market share fairly quickly amid the hoopla, but things are starting to change now.
Blame the economy.
There’s less money to throw around today for most consumers. People are going out less, and bar/club hopping can be more expensive than staying at one spot. Advertising should reflect culture, and when the culture changes the advertising should change, too. Here we are in a recession largely cause by greed, so the advertising for booze brands should try to come off as more workmanlike and less flashy. That’s what’s happening. There has been a backlash against brands like Grey Goose and Patron instigated by the advertising of brands like Ketel One and 1800 Tequila. These two brands – and they’re not the only ones – are pushing this workmanlike image with “be a man” sentiments.
There’s an AdvertisingAge article about this shift in focus for spirits advertising, and it identifies several trends that marketers are trying to capitalize on as people’s purchasing criteria change
- Timeless masculinity is comforting during unstable times.
- Challenger brands see opportunity.
- Consumers are going out less, and staying in more.
Look at these recent tv spots from Ketel One and 1800 Tequila and see if those bullet points ring true.
Looks like guys being guys, or at least how guys picture ourselves in our own minds (check 1). The 1800 Tequila commercial specifically attacks Patron (check 2). Neither advertisement is from a crowded bar or club (check 3). And they’re both gritty to boot, a far cry from the glitz and glamour of five years ago.
The best marketing strategies should always be in tune with what is happening in the world. Trends are important, and not just for vodka and tequila brands. If you’re looking to develop a marketing plan or even just a few ads that are in tune with people of today, venture no further. Visit our website today and give us a call.
————————————————————————————————————————- The Dream Factory Blog is managed by Matt Ruecker. To ask Matt any questions about what you’ve read here, please send him an email at media@dreamfactoryproductions.com.
