Word: smirnoffs
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...people in the Smirnoff Ice ad seemed really cool. I would like to be cool as well...
...into an exclusive club, you can always start your own. That's what the guys do in the Smirnoff Ice commercial, creating their own hot nightspot filled with chic, young things and sweaty bottles of malt beverages...
...that's pretty much what Diageo, Smirnoff's parent company, is doing to get TV exposure. To protect minors, the networks don't accept hard-liquor commercials, so Smirnoff, one of the world's top vodka makers, started its own brand of malt drink with Smirnoff Ice, which is deemed fit for the airwaves. Many other distillers are touting their flavored malt beverages to go up against the beer companies--and get exposure. Drinks such as Bacardi Silver, Captain Morgan Gold (also by Diageo), Jack Daniel's Hard Cola, Skyy Blue, Sauza Diablo, Smirnoff Ice and Stolichnaya Citrona contain...
...Since Smirnoff Ice's launch in early 2001, "malternatives" have captured 4.5% of the $8 billion beer market. But industry analysts say the new brands are aimed in part at getting the hard-liquor logos on TV. "A great deal of the advertising frenzy is the ability to put the company name out," says Tom Pirko of BevMark, a California beverage-consulting concern. "In a sense, the drinks are impostors." James Thompson, marketing vice president for Diageo, denies any such motivation. He says the ads simply target consumers thirsty for the next new flavor. He estimates that malternative brands will...
...annual TV reporters' meeting in Pasadena, Calif., they said flatly that they're programming not for critics, who prize innovation and surprises, but for ordinary folks, who want to veg out after a stressful day with something familiar and comforting but slightly less harmful than a fifth of Smirnoff...