Drinking: might not a bad solution for quarantine loneliness
THIS IS A SPCIAL AND DIFFICULT TIME FOR EVERYONE.
And there is nothing wrong with spending this unusual summer with alcohol bevergaes. This might sound brutal and sad, however, it seems like drinking has been helping most people stay more positive and getting through this pandemic safely.
While this pandemic has changed how people live, it has also changed how people consume brands. According to an annual customer loyalty study (more than 55,000 consumers in August and September had participated) conducted by research consultancy Brand Keys, Twitter dropped 26 places while Smirnoff rose 26 places (Ketel One rose sixteen places, and Grey Goose ten).
How has Smirnoff reacted to the pandemic?
Sooooo, while it has been quite obvious and effortless for people to turn more toward alcohol drinks, brands like Smirnoff were still trying everything to steer their marketing strategies to encourage stay‐at‐home messages as well as continuing to find interactive ways to connect with consumers virtually.
Right before the quarantine, Smirnoff had just finished the shooting of its summer campaign with a grand, patriotic, and party theme to promote the return of its Red, White and Berry seltzer and debut a new sugarless version. However, the pandemic hit so suddenly that Smirnoff had to remessage its campaign in response to the situation. In addition, each of the four celebrities featured in the spot also has a 15-second “inner monologue” spot, explaining — to themselves — why staying home is important, even though it sucks. The tone of this tv commercial is definitely authentic, and even has some levity and fun to help mitigate the severity of the whole “desparing” pandemic situation. And I think this is exactly the kind of message people are eager to hear during this difficult time: encouraging, positive, serious but with a tint of tease.
To emphasize the “stay-home and stay safe” message even more, Smirnoff also created a series of virtual backgrounds for consumers to use, with slogans like Twerk From Home, Staying in My Robe for America, and It’s Almost Happy Hour.
Media and Marketing Budget Cut
However unfortunately, due to the closing of bars and distillers as well as its , Smirnoff still inevitably went through a huge profit loss despite its digital influence and relative rise in sales comparing with other brands; and this move was to “tightly” manage working capital and postpone flexible capital expenditure projects.
