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16 Dec

Badge of Honor advertisement

16 Dec

Just wanted to share this with everyone

Fembot Invasion

16 Dec

Just in time for Halloween of 2011, Svedka released an official Svedka_Grl costume. The costume has long sleeves and long pants in order to cover most human skin with a blue/gray metal print fabric. There is a zipper down the center, which gives the woman the ability to choose how cleavage-revealing the costume should be. The costume has the fembot’s body printed on the costume, but because no woman would be as thin as svedka_grl, the areas surrounding her body are black. So the woman wearing the costume has highlighted: her breasts, center of her torso, and a sliver of arms and legs. The suit is skin tight, and most women chose to have the zippered pulled down so that their cleavage was exposed. What I found interesting is who Svedka was promoting for wearing the costume. About a month before Halloween, pictures of JWOW from The Jersey Shore were released of her being “fitted” for the costume, which appeared to be her walking around a house in the costume. A few days before Halloween, Kim Zolciak from Real Housewives of Atlanta was photographed walking around her house with the costume on. Wife of famous rapper, and reality TV star, Coco Austin was chosen to model the Svedka_Grl costume in a fashion show that was part of New York’s fashion week. All the women that were chosen to represent SVEDKA in Svedka_Grl costumes have very pronounced curves, obvious plastic surgery, and are portrayed in the media as superficial. This type of message only reinforces their promotions of an unnatural, body focused lifestyle. Shortly after Halloween, SVEDKA put together a team of girls in New York City to appear in various bars and nightclubs. What was unique about their fleet of women was that it was a large group of about twenty of them that traveled together. The group was called “Fembot Invasion,” which projects a robot takeover of the bar.

Becoming Bot

16 Dec

SVEDKA created Svedka_Grl to promote their futuristic playground and fantasy lifestyle in hopes of establishing an emotional connection between consumers and SVEDKA. Marketing director Marina Hahn described Svedka_Grl as fun and flirty, and hoped that SVEDKA vodka would enable consumers to tap into their fun and flirty side. On their facebook, SVEDKA has the slogan “R.U. Bot or Not” listed in the about me section. The area dedicated to company mission statement describes the “bot” way of life as: “BOTS are the ultimate party machines, Wired for fun, flirtation and fantasy, BOTS want it all, And they want it now, BOTS are the next generation of vodka lovers, And the party is just beginning.” Every contest or promotional image posted on the company’s facebook relates back to “R.U. Bot or Not.” For example, there is a weekly contests where the audience is supposed to rate photos taken of people drinking SVEDKA as “bot” or “not.” SVEDKA created an atmosphere on the page, and consumers run with it. There are hundreds of photos posted and tagged by fans of themselves holding a bottle of SVEDKA, drinking SVEDKA, or amongst friends and SVEDKA. A large portion of these photos indicate a sexual tone. Fans also use the facebook wall to say that they are “getting crazy wit SVEDKA 2nite” or share drink recipes. After Halloween, SVEDKA asked fans to submit photos of themselves wearing the Svedka_Grl costume, and three women were chosen as hottest fembots. Comments on the pictures ranged from “sexy” to “I’m Jealous” and several men said something along the lines of “I want one.” The company can only do so much to create and present a way of perceiving the brand, it is the consumers that make it a reality. The way that the fans embrace the futuristic fembot concept is surprising to me, Svedka_Grl must feel so accomplished.

100% Titanium Tastes Bad

16 Dec

Svedka_Grl is the “it girl” of 2033, her relationship status is “on the rocks,” she prefers “stiff cocktails,” she’s the “ultimate party bot,” and claims that “fembots have more fun.” These are just a few headlines from Svedka’s most recent advertisements featuring their fembot, Svedka_Grl. She was designed to be sexy; with long legs, thin waist, large chest, pronounced lips, defined cheek bones, and captivating eyes. If beauty can be described in measurements, then Svedka_Grl is perfect.
Among a plethora of reasons, Svedka chose a campaign in the year 2033, because nothing is off limits; they have the ability to make any claim they want. The claims attached to the fembot advertisements are designed to be outrageous, but some cross me as outright offensive. Svedka_Grl proclaims that 2033 has a 100% divorce rate, she praises LA for being home of the first drive thru plastic surgery window, and coquettishly declares “make your next trophy wife 100% platinum.”
I’m left in a state of disbelief, because Svedka had the opportunity to go ANYWHERE while building their 2033 fantasy land, and they chose superficial. I understand that Svedka had to design a futuristic playground that consumers would find shocking; but I would think that they were aiming for appealing as well. Does Svedka think that the hip twenty-something find broken homes, unnatural body parts, and an absence of love attractive?
Apparently I am not alone in taking offense to the crude sexually charged fembot advertisements. DISCUS (which is the Distilled Spirits Council of the US, code of the responsible practices for beverage alcohol advertising and marketing) has come down on Svedka multiple times for the fembot advisements. A few times, citing the ads for violating the “good taste” provision, and Svedka’s biggest offense; relying on lewd images and sexual success as a selling point.
I’m curious as to how Svedka_Grl engages the consumers. The company has quite obviously put a lot of time and money into creating an atmosphere, and an icon; I’m wondering if the audience embraces the lifestyle, deters it, or simply ignores it.

16 Dec

16 Dec

Svedka_Grl Costume