$20,000,000 is how much Svedka Vodka is spending on their newest advertisement. Ironically enough, “'It’s good to have some release in this dire time at a price point you can afford,'said Marina Hahn, senior vice president for marketing at Constellation Brands in New York, which oversees Svedka." Hahn was saying that it's nice for consumers to get tipsy during an economic decline, but it's obvious that she is speaking for the company as well. Svedka Vodka can afford $20 million, but why?
Svedka Vodka has a new "mascot," according to Stuart Elliot in his article, "Who's that Grl? Svedka Vodka brings a mascot to TV" in The New York Times. The mascot is called a "fembot." It's a robotic woman from the future who is in love with Vodka. In light of their $20 million investment, Svedka Vodka is banking on this ad being completely revolutionary.
"The Svedka image, in ads that have run since 2005, is playful, even naughty, featuring the sexy fembot symbolizing the brand’s fanciful futuristic achievement of being voted the “No. 1 vodka” in the year 2033."
Consumers want to consume things that are inexpensive, but reliable. That is what Svedka is answering to on some level-- that while people are drinking more in recent years but still trying to save money, they have a hopeful and optimistic vision of what the future will be like. Who will have given the positive attitude? Svedka.
If this advertisement does what the company is hoping it will, then their Vodka from the future will be good at keeping traditions. That while, "In the first nine months of 2009, $4.8 million was spent to advertise Svedka in major media, Kantar Media reported, an increase of 4.8 percent from the $4.5 million spent during the same period in 2008..." Svedka has "an average annual compound growth rate in case distribution of 42 percent from 2004 to 2009."
That means that the risks Svedka has been taking have been worth it. There's no reason for them to think that they will come out of this up coming year regretting their decision to invest $20 million-- as absurd as that might sound.
Some people are sickened when they hear how much money is spent by advertisers because in some cases it seems pointless. But the media are fighting for your attention. They are willing to risk anything and everything because the bigger the risk, the better the reward.
-Gina
Click here to read Stuart Elliot's article.
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