Smirnoff

How do you drink your vodka? Fluffed or whipped?

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. Drinks giant, Diageo has joined the edgy party with Smirnoff…

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. 

An example is a campaign for Three Olives vodka that is centered on the faces of drinkers – and their look is pure suggestive sexual pleasure.

Now in the US, the biggest vodka brand there is, Smirnoff, sold by Diageo, is taking a naughty tack in a campaign that introduces two additional flavours, Fluffed Marshmallow and Whipped Cream.

The campaign, which is scheduled to get under way this week, has a budget estimated at $8 million to $11 million.

The flavours are among what are known as confectionery flavours, sold under names like Cupcake vodka. They are “playing to the decadent and sweet side of vodka,” says Alefiyah Sarma, senior brand manager for Diageo in New York.

In one commercial, a female voice is heard saying: “I might choose Fluffed. Then again, I might choose Whipped. Either way, vodka never felt this good.”…..

NYTimes: Read full article