The Smirnoff 'I Choose' campaign is an initiative by the vodka brand targeted at India's male youth. Through two ads, the Smirnoff 'I Choose' campaign is asking its young male audience -- ages 25 to 34 -- whether they are "heros" or "screamers."
According to Popsop, the campaign's main theme centers on a man who is trying to discover his own identity and achieve a balance between fitting in and standing out. In addition to the print ads, the campaign includes an app and dedicated site that lets customers "discover their personality and upload the results" through social media like Twitter and Facebook.
In a market mainly dominated by beer and whiskey, Smirnoff hopes to appeal to male consumers who wouldn't otherwise choose vodka as their beverage of choice. Creative Supervisor of JWT Mumbai Mayuresh Dubhashi points out, "There is a quest of building identity, which boils down to a choice. Smirnoff gives them the belief that at the end of the day to choose is power because life is what happens between choices."
Identity-Defining Vodka Ads
Smirnoff 'I Choose' Campaign Looks for "Heros" and "Screamers"
Trend Themes
1. Youth Identity - Disruptive innovation opportunity: Develop products and campaigns that help young consumers define their identities and express their individuality.
2. Social Media Integration - Disruptive innovation opportunity: Create platforms and tools that allow customers to share their personal preferences and experiences with brands on social media.
3. Market Expansion - Disruptive innovation opportunity: Find new ways to attract consumers from traditionally dominant beverage markets to try and embrace vodka as an alternative choice.
Industry Implications
1. Alcohol - Disruptive innovation opportunity: Invent new flavors and packaging innovations that can attract non-traditional consumers to the alcohol industry.
2. Advertising & Marketing - Disruptive innovation opportunity: Develop new strategies and campaigns that focus on personal identity and empower consumers to make choices.
3. Social Media - Disruptive innovation opportunity: Create social media platforms and initiatives that allow users to connect and share their brand experiences and preferences.