The relative failure of Smirnoff Ice with the male market probably has less to do with the taste of the drink than with the perceived emasculating nature of the drink. We’re told that Smirnoff Ice is for girls, people of a barely-legal drinking age, and those who can’t “handle” real drinks. The makers of Bud, Miller, Coors, et al spend millions every year convincing men that drinking their beer can make them a real man. In this hyper-masculinized environment, is there anything worse for your manhood than to drink a Smirnoff Ice in front of the guys?
The answer is yes. The only thing worse than drinking Smirnoff Ice in front of the guys is for a man to decline a challenge from another man to drop everything and chug a Smirnoff Ice as fast as he can. That’s the thinking, anyway, behind a brilliant piece of viral media and/or cultural commentary called Bros Icing Bros.
The rules are simple: hand a Smirnoff Ice (the warmer/more disgusting the flavor, the better) to a friend (your “bro”), and he must get down on one knee and chug the malt beverage, regardless of location and situational appropriateness. HOWEVER. If said friend happens to have a Smirnoff Ice on his person, then the bro who initiated the battle has to chug BOTH Ices.
Source: The Awl
Smirnoff is no stranger to viral spots: back in 2006 they surreptitiously released a rap music video called “Tea Partay” that only name dropped the brand once. But I’m still unsure any alcohol brand wants to be associated with forcing your friends to drink your product as fast as possible.
If Smirnoff wants relevance with males, the brand must speak their language. For the type of males this campaign is targeting, the only thing that’s worse than drinking a “girly drink” is ignoring your friends daring you to do so. But is this is a viral marketing stunt or simply an incredible piece of cultural commentary? And the real question: is there even a difference between a successful viral piece and strong cultural commentary?
{ 2 comments… read them below or add one }
Great find.
I think it works. Their product is what it is. But if they can find a way to authentically make it cool, their brand will improve.
Ever read Sally Hogshead? Her whole bit is Fascinate. One of her best examples is Jagermeister. The stuff tastes awful. But there is pride in taking awful disgusting shots. They tapped into that, built mystique, and now sales keep growing.
Smirnoff admitted that guys think their product is for pussies. Combine that with the profound insight that guys enjoy calling other guys pussies. Wallah! Now your brand fascinates people.
I agree with everything you say, except that I legitimately like the taste of Jäger.
I haven’t heard of Sally Hogshead or her book but I can see what she has saying. I think Jager has turned themselves into the Las Vegas of liquor, which is quite an accomplishment. What I mean by that is just like someone can tell you that they are going to Vegas for the weekend and you know exactly what they mean, someone can say they are “having a Jager night” and the real meaning is clear. Captain Morgan has tried the same thing but less overtly and it hasn’t worked half as well.