Did it ever cross your mind that why don’t we have ads that say “Desh ka No.1 Whiskey🥃” or “Have a break, have a Marlboro🚬”?
Well, it is illegal to do that & so, they resort to a clever run-around called Surrogate Marketing for promotion.
Where it all Begin?
During the mid-90s in Britain, housewives started protesting liquor ads, which provoked their husbands.
It led to the ban on liquor advertising & corporates started Surrogate Marketing. In 2018, Tobacco brands alone spent $9.06 Billion on Promotion (A&P) in the USA
HOW SURROGATING WORKS?
1. Brand Extension:
Bagpiper Whiskey’s Communicating Product is Soda & Music CDs
Budweiser Streetwear Co. to make apparel and face masks in partnership with Myntra.
2. Proxy commercials:
Imperial Blue “Men Will Be Men”
Vimal Paan Masala - “Daane daane mei Keshar ka swaad”
3. Promotion through movies:
James Bond’s Vodka Martini “Shaken, Not Stirred”
Whassup bud by Budweiser
Heineken’s “Connectioff” - pitfalls of social distancing during CoViD-19 pandemic
5. Organizing events & Sponsorship:
Manikchand Filmfare Awards