Alcohol ads on social media

Hello dear followers,

As you know restriction on alcohol advertisement is big, especially in Europe. The big names of the industry always try to find new ways to advertise their product in order to increase the brand awareness.

Social media such as Facebook became the new place to be for alcohol companies adding hype content with videos and photos that highlight their products but there is a big issue.

Indeed, the majority of social media users are either young or very young people and the main objective for the advertisement regulation authorities is exactly to keep minors away from alcohol ads.

Recently in France, the final court of appeal came down against the very fast propagation of alcoholic beverages on social media, the company Ricard launched a big communication campaign called "Un Ricard, des rencontres" with a smartphone app. which required a Facebook account and allowed to share cocktail mixes and videos about the drinks with other Facebook users. A french national association applies for summary judgement to put an end to this campaign and succeed.

Source : http://www.legalis.net/spip.php?page=breves-article&id_article=3826

Baptiste

Strategy and vodka

Vodka refers to parties in a lot of people’s mind. And it is thought that, that vodka brands are making their strategies.

Some of them are link to crazy parties, some of them are link to more soft parties, some of them are link to very chic parties and some of them are link to headache or blank, but that is not because of their marketing.  What is important, is that vodka brands are decided their strategy on how vodka is seen, and how they want their consumer to see their vodka brand.

For example, Absolut has an accessible price and his image is funny, dynamic, and it is made for everyone. That explain the strong color on a lot of bottles, it creates a desire in people’s mind who want to party, to have fun and to discover new tastes. Even costumers are now starting to keep to bottles that they find pretty to create a collection.

On the contrary, Belvedere who means “Beautiful to see” according to LVMH shows that they are more linked to chic and fashion drinks. That explains their positioning, their cost, their design and their partnership. The brand is present in almost every after party for Fashion Week, but it can be shown as well in the partnership between Matthew Williamson, a very famous stylist, and Belvedere, when the fashion guy create a limited edition of kaftans for the new taste of Belvedere : Grapefruit.

Laure

Source:
http://www.belvederevodka.com/press/belvedere-vodka-collaborates-matthew-williamson-create-limited-edition-design-inspired-pink-gr
http://neatdesigns.net/36-cool-unique-vodka-bottle-designs/