Hasta La Creative!

Vodka marketing in recent months has gotten quite serious, as brands go to great lengths to describe their complex origins and formulas. Belvedere Vodka, for instance, touts its credentials as distilled “according to a 600-year-old Polish tradition,” while Grey Goose is explaining how its creator defied naysayers by crafting the vodka from French wheat.

In the face of this grandiosity, Smirnoff is breaking a new global campaign today that seeks to restore some levity to the category. With the tagline “Exclusively for Everybody,” ads use humor to mock the social exclusivity and pretentiousness that Smirnoff executives say has overtaken the category.

Smirnoff wants to take a “fresh point of view” that highlights the brand’s positioning as “great quality vodka for the masses,” said Dan Kleinman, the U.S. brand director for Smirnoff, which is owned by Diageo. In a campaign overview document, Smirnoff states that vodka has “lost sight of its populist roots and become exclusive and elite” with the “overpriced offering of pretentious VIP areas and model-only parties.”

Continue reading at AdAge.com