Smirnoff's Fun Percent Shows Consumers How to Have Fun
Ellen Smith — September 29, 2018 — Marketing
References: lcbo & 72andsunny
Smirnoff is reminding consumers that you don't need to live a lavish lifestyle to enjoy the best things in life, and created 'The Fun Percent' to demonstrate just that.
The Fun percent is comprised of an energetic group of people who know how to have a good time. In they ad, they're spotted relaxing in a garden, dancing, interacting with art and more, all while enjoying drinks topped with Smirnoff. The ad features celebrities like Ted Dansen, Laverne Cox and Jonathan Van Ness. The expansive campaign now consists of over eight short ads.
The inclusive ad series reminds consumers that Smirnoff is made for everyone and that "you don't need to have a lot to have a good time."
The Fun percent is comprised of an energetic group of people who know how to have a good time. In they ad, they're spotted relaxing in a garden, dancing, interacting with art and more, all while enjoying drinks topped with Smirnoff. The ad features celebrities like Ted Dansen, Laverne Cox and Jonathan Van Ness. The expansive campaign now consists of over eight short ads.
The inclusive ad series reminds consumers that Smirnoff is made for everyone and that "you don't need to have a lot to have a good time."
Trend Themes
1. Inclusive Advertising - Brands can capitalize on the trend of inclusive advertising by creating campaigns that speak to a diverse audience and feature a variety of cultural and ethnic backgrounds.
2. Celebrity Endorsement - Brands can leverage the power of celebrity endorsement to promote their products and increase their visibility among consumers.
3. Lifestyle Marketing - By using lifestyle marketing, brands can create campaigns that resonate with consumers by showing how their products fit into their daily lives and enhance their experiences.
Industry Implications
1. Alcohol and Beverage - Alcohol and beverage companies can create inclusive ad campaigns that celebrate diversity and encourage consumers to enjoy their products in a social setting with friends and loved ones.
2. Entertainment - The entertainment industry can partner with alcohol and beverage brands to create fun and lighthearted ad campaigns that feature popular celebrities and reflect the values of their brand.
3. Marketing and Advertising - Marketing and advertising agencies can work with alcohol and beverage companies to create inclusive campaigns that speak to a diverse audience and promote the brand's message and values.
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