Analysis: Flirt Vodka
A couple makes out in a bathroom stall as an ‘angel’ (devil in disguise?) tallies off the number of encounters for the night caused by Flirt vodka.
A couple makes out in an automobile as a sultry ‘angel’ (devil in disguise?) tallies off the number of encounters for the night caused by Flirt vodka.
Target market for this product is more or less clear. As seen from this print ad (as well as others by Flirt), the target are males of legal age for alcohol consumption. The ad can be seen as targeted towards males for consumption or encouraging males to get their female equivalents drunk. Lifestyle is hip and modern along with those who dare enough to actually do ‘it’ in public places. The brand is depicting this sort of a persona and targeting customers with a similar personality. Socioeconomic this brand targets is probably middle class and beyond (although it cannot be said by looking at this ad that it makes such a distinction between targeted classes). This brand being Bulgarian is thus targeting middle and upper middles class males between the ages of 18-30 with a hip urban lifestyle and liberal personalities.
Consumer needs they are trying to fulfill here are not that of getting high or drunk but rather getting more than just a drink out of their brand. As is assumed, drinks usually end up with getting people drunk and getting involved in practices prohibited in public places. The ads naughtiness hints at that. It encourages its consumers to dare and expect (or do more) than just drink. They thus subtly promise that if you drink their brand, you can get girls for the night. The brand also promises more fun and naughtiness. The basic need however that it fulfils in terms of a product is the craving for an alcoholic drink. The intrinsic needs it caters to can be agreed upon to be confidence, humor, sexual urges and daring.
This ad is pretty much ‘in your face’. By the looks of it, most of the male population (its primary target market) will be amused and entertained by viewing them. The female population however might be offended and taken aback (especially in the ad where a woman is down on her knees and the guy is counting stars rather than scratching tally mars on a surface as in the above ads; their TVC’s however are a bit more respectful to women). Nonetheless, this ad campaign will create (and has created) enough hype for the target market to start talking about due to its direct nature. Note that unlike other brands, Flirt has achieved to make a strong statement without showing nudity or any other such thing here. This is where they should be applauded. The idea is good and perfectly executed by only hinting at what the couples are doing. The use of color too is good and effectively communicates the brands color scheme (dark red and white). The use of white angles in front of red cars, stalls on a backdrop of dark blue tiles and the night sky blend in to effectively communicate the brands color and sets the mood.
Persuasive technique, as can be seen very clearly is the sexual appeal of these ads. Other ads from the campaign are more over the top in depicting semi nude women as well. These particular print ads however do not go overboard in showing too much skin nor do they show explicitly people in the act of love making. These ads do however pretty clearly hint at sexual overtones by things like a couple which can be barely seen making out in a bathroom stall and a girl bending over a male models lap in the car. These images are clearly associated with the act of sex and fellatio. The ad also holds some shock appeal for the female market and the more conservative consumer. But since the older age segment (which is more conservative) is not the target market market and females beign liberal can also see it as a pun, the ad rates the most on using sexual appeal followed by humor (in terms of the message ‘are you ready for tonight?’ and angels tallying each act) followed by shock appeal.
This ad is a very good one in terms of alcoholic drinks. For BevCo however, it would not be wise to use ALL the techniques that Flirt has used. The most common feature between Flirt and BevCo is that both are primarily targeting the young male market. This way, Flirt can serve as a good example as to what appeals to young males and give a valuable insight into what should BevCo’s ad be. The ad can use sexual overtones like ones used by flirt BUT without nudity. The content used should be even more subtle as the drink is not alcoholic but an energy drink. I believe that BevCo should use a more humorous approach with a trite and witty depiction of their brand with sexual overtones. Flirt serves as a good example due to the fact that although the drink is alcoholic, they didn’t go overboard in depicting the brands sexual overtones. BevCo should also keep in mind that going overboard never helps and the best form of communicaton si effective with minimal exploitation of any persuasive technique. BevCo can thus just discuss its benefits and what the consumer will get out of the brand. They can however take a different approach like Flirt and create ads to create a hype. Advertising does not launch a brand, publicity does. Advertising jus keeps it going. The main aim for BevCo should be to create enough hype at its launch through such ads and then capitalize on that hype.
Flirt Vodka: Official Site. Retrieved January 22, 2004, from http://www.flirt.bg/?lang_id=2
Flirt Vodka. Print ads. Retrieved January 22, 2004, from http://www.flirt.bg/home.php?lang_id=2&prm=advers
Ads of the world. Alchoholic Drinks. Retrieved January 22, 2004, from http://www.adsoftheworld.com/