16 Dec

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16 Dec

Svedka_Grl Costume

Final Facebook Facts

2 Dec

I have decided to focus the rest of my research on the comments that fans post to the Pinnacle Vodka Facebook page, as well as the provocative language that Pinnacle Vodka uses on the page.  From I will be relating comments from fans to the information from articles I have read about how advertisements and fan pages, such as Pinnacle Vodka’s Facebook, affect women and men differently.

Since my last post about fan activity, the community has grown immensely.  The amount of people following Pinnacle Vodka is now at 195,335 compared to a few weeks ago when the number was 185,418. Pinnacle Vodka’s Facebook page is their social media hub.

With the large jump in the fan community, Pinnacle Vodka recently updated their Facebook page to include other components of their social media campaign.  On the sidebar of their page are now links to YouTube, Twitter, Coupons and much more.  Pinnacle Vodka continues to post multiple messages a day in order to keep fans interested. Posts by Pinnacle usually have over 300 likes a day.

Most fans on the Facebook page are looking for direct connections through the consumption of Pinnacle Vodka.  They are asking questions, posting recipes, talking about parties; basically fans are looking for anyway to connect with each other over the product.

The female fans are more interactive on the site.  They post more comments on pictures and the wall.  The comments on the wall are recipes that they came up with or feel that other fans should try.  When I looked at the comments attached to certain pictures on the page, the female audience commented the most.

Some of the images were print ads that Pinnacle Vodka had used during their “Whipped So Good” campaign.  Women were commenting under the advertisements saying things like, “I need to get “whipped!” LOL.”  Comments like these can be seen throughout the page.

Most fans agree that Pinnacle Vodka is “yummy”, has “great recipes” and is “cheap” or “fun to drink”.  Something else they agree on is the hangover the next morning.  Many comments are similar to, “Dear whip cream vodka, you are the best. But, you leave me with the worst hangovers.  But, it’s ok. <3.”

The way that fans are interacting with the Pinnacle Vodka Facebook page certainly is publicizing their product.  Even though there are many comments about hangovers and bad effects of drinking, I have yet to see Pinnacle Vodka post a statement about drinking responsibly If females feel they want to “get whipped” they are going to drink the product and a lot of it in order to do that.  Pinnacle Vodka should look into postings about how much males vs. females should drink of their product each night.

Through the fan community and support from Pinnacle Vodka, female fans will continue to feel connected to one another. Certain comments and images leave women feeling that drinking irresponsibly and wanting to feel sexy may go hand in hand, but are definitely two normal things to want.  Pinnacle Vodka’s Facebook page tells a lot about the consumer base and brand of the product.  I am excited to finish my research and celebrate with something besides a Pinnacle Vodka drink.

YouTube Platform

2 Dec

The ad campaigns in the 1970s and 1980s for Miller Lite proved to be very effective. The ads featured famous sports-related people which attracted Miller Lite’s target audience, males in their 20s and 30s.  YouTube, on the other hand, attracts adolescents more than older generations and the adolescents are the ones who are negatively commenting on these ‘Man Up’ commercials. This may be because YouTube is generally for a younger generation who does not like or drink Miller Lite as much as the older generations.

Using YouTube for ad campaigns is a great way to get a lot of viewers because the videos will always be up so people can go back to it or watch it whenever they want. When ads are only on the television, people can’t just go back to them for their own viewing pleasure.

However, Miller Lite has only posted a few videos on their YouTube channel. All of the Man Up commercials are posted either by fans of Miller Lite or just random people. Since Miller Lite is targeting older people anyway, this is probably why the advertisers are not bothering to put up the commercials. Their target audience does not use YouTube as much as adolescents.  The question is, then, how does Miller Lite make their advertisements openly available to their target audience? It is obvious that putting advertisements on YouTube is a great marketing strategy for other companies, but Miller Lite has not put much effort into using YouTube as a main tool for their advertisements.

YouTube is a good platform for advertisements because not only is YouTube for viewing videos, it is also for searching for videos.  People that upload videos can put in keywords so that when people search for certain videos, the Miller Lite commercials may also come up.  Also, because people are allowed to comment on every video, people can express their like or dislike for the Man Up ads openly without worrying what other people think about their opinions. In fact, a lot of the commenters on the Man Up ads fight with each other about whether the ads are getting their message across in a decent manner. YouTube makes it very easy for people to watch videos instantly and to express their opinions.

Miller Lite sales have dropped significantly the past few years.  Due to the drop in sales, Miller Lite created the Man Up campaign to draw people back to their brand.  Unfortunately for Miller Lite, the new Man Up campaign did not bring them out of their sales slump.  This may be because of many peoples’ dislike for the ads or maybe there are other reasons for this decline in sales.

Cheap Chic

2 Dec

Hi! I’m Katie Zarebicki, and I am researching Svedka Vodka. Svedka Vodka was an appealing brand to research because it is an affordable vodka with an upscale look and taste(I think). After initially “googling” svedka vodka, I came across various images of the different Svedka bottles. I realized that there were two different bottle designs, and one looked particularly better. I was able to find journal articles and different customer reviews that confirmed Svedka had adopted a new bottle design in early 2009.

The bottle transformed from a wide body with an average bottle neck to a tapered attractive bottle with a collared neck. The change in bottle shape looks like pre 2009 Svedka bottle was sent away to fat camp and returned as a sleek, mature, and confident new vodka. The graphics on the bottle were also updated to look more modern, trendy, and eye catching. This new vodka bottle is the Svedka I know and love; in fact, I can’t seem to recall any billboards or magazine advertisements featuring anything but Svedka bottle 2.0.

So what does all this bottle talk have to do with cheap chic, you ask?  The answer is branding. Senior Vice President of marketing for Spririts Marque One (Svedka’s U.S. importer) Marina Hahn said that the packaging “had to look equally attractive lit up on the back-bar of a hip club as well as lining a club store’s shelf.” This quote is very telling of the customer base Svedka is targeting. They seem to be aiming for sexy, young, and hip; as well as money conscious home drinkers. There is of course, room for overlap between the two categories.

Marina Hahn coined the term “Cheap Chic” which she defined as a as “a high-quality, premium product with a hip brand image sold at an affordable price.” This new bottle that accompanies the new “cheap chic” campaign, targeting a newly defined audience perfectly accompanies the new  face of Svedka: Svedka_Grl. Svedka_Grl is a futuristic fembot that claims Svedka is the best vodka of 2033.

It appears that the term “cheap chic” is specifically attractive to hip twenty-somethings, and the image that Svedka has decided is most appealing to aforementioned group, is futuristic sexy. Image

Informational Images

30 Nov

It is hard to say whether Pinnacle Vodka’s campaigns are focused on portraying sex through alcohol, demean women through alcohol, or create socially acceptable behaviors through alcohol.  Whether any of these are true, the influence that Pinnacle Vodka’s advertisements have on the women who view them or consume the products is much different than the influence that the advertisements have on men.

In one of my recent blog posts I mentioned the over sexualized manner in which women are shown throughout Pinnacle’s campaigns; I discussed the fact that many of the advertisements are allowing women to judge what is normal based on the campaigns.  As I investigated more into how women view these advertisements I stumbled across a journal comparing how men and women interpret different types of advertisements.

The journal stated that, “Girls liked image-oriented advertisements more and perceived them to be more persuasive than quality oriented advertising.”  Lucky for Pinnacle Vodka, their advertisements fit perfectly into the image-oriented category.  Although this is lucky for Pinnacle Vodka, for all the women viewing these advertisements, especially adolescents, they become extremely influenced.

The image-oriented advertisements are not only persuading women to purchase the product, but they are creating an “attractive” image for women to strive for.  The sex appeal that is seen through the advertisements is what women think they need to achieve and they begin to feel drinking Pinnacle Vodka is a strong step towards accomplishing it.

The campaigns are designed to pull women in and create a false scenario they can rely on to be “cool” and “sexy.”  When men view the Pinnacle Vodka campaigns they are attracted to the pictures, and then the content.  Men want to know what they are being sold and why they would want it.

The different between men and women in terms of such campaigns is that women are relation based while men are information based.  Women want to create a product connection, while men want the information; what is it, does it taste good or bad and where can I get it.

Women view these advertisements and connect to the sex appeal and idea of being “whipped” rather than a socially empowering message.  Men view these advertisements as information.  The distinct difference between how men and women view the advertisements creates the idea that I am still struggling with today.

If men don’t care about the sex appeal in advertisements then they’re not as concerned with it in daily life as women believe. So women should not focus on accomplishing the “look” of the advertised sex appeal, but more on their individual self and quality of person that they are.  The more women focus on sex appeal because of mass media, the more men feel that is what they are supposed to rely on when meeting someone.  Mass media is responsible for the dynamic of sex appeal.

http://psycnet.apa.org/journals/cbs/26/3/404/

Man Up

30 Nov

The Man Up Campaign has received a lot of feedback on YouTube. All of the Man Up videos are uploaded by fans, none of them are uploaded from the official Miller Lite page. The most views any of the commercials has gotten is 400,000 views.  The Man Up campaign has the same theme in every commercial: a male asks a female bartender for a light beer, she asks if he cares how it tastes, he says he doesn’t care, and she tells him when he starts caring to start acting more manly then he can come back to get a Miller Lite instead of a regular light beer.  All of the bartenders in these commercials show way too much attitude toward their male customers. The bartender is very rude and nosy by chastising the males for wearing feminine clothing or having feminine accessories. Their rude comments on the male’s appearance are completely unprovoked because the male customers are usually nice in the commercial until he is made fun of by the bartender.  And even then, he doesn’t yell back or lose his temper.  After getting made fun of, he walks away while looking embarrassed and not sure of how to come up with a good come-back. At the end of the ad, the male returns to his group of buddies and gets made fun of by his guy friends as well. This creates a lot of insecurities for the male because he isn’t accepted by being himself in front of his friends or strangers.

I looked at a few hundred comments on different Man Up commercials.  There were a lot of comments made by males saying how they would never tolerate any female bartender chastising them the way the bartender does in the commercial.  Many of the comments suggest that drinking Miller Lite isn’t manly at all, and if they wanted to be manly they would drink a “real beer”.  There are also comments telling the people complaining that they should “lighten up” and just realize it’s a joke.  These comments say that people should just appreciate the commercial and stop taking it so seriously.  A lot of the viewers who comment actually get into fights about whether the Man Up commercials are truly offensive or not.  Some people call others “gay” for bashing the construction of masculinity and femininity in the ads.  Other people think these ads are a real problem and the people who came up with the campaign should be fired.  There were some males that ignored the whole message of the commercial and just commented on how attractive the bartender was or even asked what the actress’s name was. Since every one of these ads stars a very attractive female bartender, it’s no surprise that some male viewers didn’t focus too much on the content of the actual ad and just focused on the female actress.

A lot of males were offended by these ads because they’re sexist and play on men’s insecurities.  These ads insinuate that in order to be manly you need to drink a Miller Lite.  These ads are very direct with their gender stereotyping which is why they are getting such harsh feedback. There is no subtlety in the message Miller Lite is trying to get across. Basically, Miller Lite is saying ‘drink our beer or you’ll be less masculine and get made fun of for it’.