It appears Smirnoff has chosen precisely that second route. And we'd dub it their "2-L approach"... lazy and lame.
Energy drinks are hot... just copy and add alcohol!
See how much all these energy drinks have in common. Brightly colored, non-carbonated, highly flavored liquids in clear bottles.
Imitative product gets imitative ads
At first we worried we were being too hard and picking on one lame, imitative product from Smirnoff. After all, the company has lots of products. Then we found more imitation. Since we don't routinely screen every booze ad out there, we had missed this one. It seems to indicate, far from being too hard on the booze giant, we were right to wonder whether Smirnoff hadn't elevated imitative marketing to a corporate art. Here the liquor company's trademark vodka mimics Anheuser-Busch's use of comedian, T.J. Miller, brand spokesperson for ShockTop beer.
And will Smirnoff now continue their imitation, follow A-B's lead, and terminate Mr. Miller as the ShockTop people have recently done?
Where will Smirnoff turn next for imitation inspiration?
Who knew imitation could be such a tricky strategy?!?