There are two mutually exclusive camps into which marketing strategies fall. Let's call 'em the "2-I's"... innovate or imitate. Innovation offers by far the greater potential rewards, but its risks can be similarly high. Imitation, on the other hand, lures the lazy marketer with the seductive promise of reward with little risk. They reason: If a competitor already innovated strategically, where's the risk for a copycat?
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.
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.
Energy drinks... mostly
Names include energy-esque descriptors like "force," "electric," and "power." But wait... one of those isn't an energy drink at all! It's the imitative Smirnoff Ice Electric. We admit to hiding the brand name in the group photo above to demonstrate the "kinship" among the products. Anyway, the only innovation from Smirnoff here is dumping alcohol into a vat of energy juice.
When Smirnoff launched their new brand, they were on the receiving end of some amount of criticism of their "boozy energy drink," as Advertising Age called it. Said the Smirnoff flack in response: "It's not a performance drink; it's not a sports drink; its's not an energy drink." She apparently said that with a straight face right before showing the new brand's energy-rich ads. Their non-performance, non-sports, non-energy, non-Gatorade-y, non-Powerade-y tagline? "Keep it Moving."
Imitative product gets imitative ads
Imitative product gets imitative ads
Pick your 80 year-old advertising icon: Nothing innovative here.
Who better to demonstrate "keep it moving" to a young audience than an internet celebrity grandma? That'd be a wacky idea, right? And there's really no risk because... Snicker's already plowed that field!
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Smirnoff's corporate commitment to imitation
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.
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.
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One wonders if anyone worried about the comedian shilling vodka and beer at the same time.
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?
Wow.
Who knew imitation could be such a tricky strategy?!?
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?
Wow.
Who knew imitation could be such a tricky strategy?!?
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