Big Liquor Wants to Sex You Up
Even with the many late-night hookups their products have inspired over the years, it's hard to imagine the liquor industry as a very sexy beast. Sure, their counterparts in the beer world have known for a long time that you're more likely to sell your wares if someone in a bikini is waving it around, but liquor has taken a bit longer to catch on. Their ads have historically been more tasteful, product-oriented, subtle - if we're talking in sitcom terms, liquor is the Frasier to beer's Sam Malone.
But now that beer is slipping in popularity, it seems liquor companies are finally learning to aim their ads where they'll have the most effect. Not only are they running more effective campaigns, but according to an article at the Washington Post:
The ads these companies are running, too, have become considerably sexier and more youthful. And it's working.
"Because of the extensive marketing that's been done by a lot of these premium spirits brands, it's now quite cool and quite trendy to go for those kinds of long drinks," said John Michalik, North American director for the London-based beverage consulting firm Canadean Ltd.
The real test will be seeing if they end up going overboard and targeting the "extreme" youth culture and kids that are too young to drink. The last thing we need to see on TV is a guy jumping out of a plane strapped to a snowboard, chugging a bottle of Jack Daniels.
Read the full article at WashingtonPost.com.
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Posted by Jake Jamieson at October 13, 2005 6:21 AM