Diageo is set to launch a GBP2 million marketing campaign for its Smirnoff Vodka brand. The campaign will focus on the brand’s history and heritage to create a feeling of authenticity, while also offering consumers the chance to win unique prizes. Although this widens the sensory appeal of the beverage, it may be more effective to experiment with the intrinsic attributes of the brand.

Following a packaging re-design of its Smirnoff black vodka, Diageo has announced the launch of a new advertising campaign for its Smirnoff vodka brand. The alcoholic beverage producer is anticipating that the campaign will directly increase sales of the drink by 18%. Marketing activity will focus on the brand’s heritage, and includes an off-trade ’signature’ promotion that offers consumers the opportunity to win a “Journey of a Lifetime“.

Focusing advertising on the history of the beverage creates a feeling of authenticity and brand heritage. Offering ‘once in a lifetime’ prizes is also an ideal way of engaging with consumers in a market with low levels of brand loyalty. Sensory-led marketing campaigns add a new dimension to the consumption experience, and can help target new market segments. For example, alcoholic beverage producers have successfully manipulated packaging color to specifically target men and women. However, in order to offer further sensory appeal, Diageo should consider experimenting with the actual beverage’s color and appearance.

Consumers are seeking greater levels of experimental pleasure and sensations from the products they buy. Indeed, premium-orientated beverages are no longer restricted to consumers from high income groups. Although sensory-led marketing campaigns can be effective, more alcoholic beverage producers are offering new taste and color sensations to make their brands more appealing.

Analysis of new alcoholic beverages released from 2005-2007 shows that unusual flavored alcoholic beverages are growing in popularity as they offer consumers an exotic taste experience compared to standard variants. There is also evidence of alcoholic beverage producers targeting experimental consumers by emphasizing the unusual color of their beverages.

Diageo can enhance the appeal of its vodka brand through sensory-led marketing campaigns and experimenting with the intrinsic attributes of the drink itself. However, the company needs to ensure that any changes to a beverage’s intrinsic attributes don’t make the brand unrecognizable. Ultimately, using a combination of these techniques may be the most effective way of developing brand loyalty amongst consumers.

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