Smirnoff Consumers Creates Cold Word of Mouth
The alcopop Smirnoff have become the centre of attention for a viral hit, either they like it or not. The initiative is called Bros Icing Bros and aims to men surprising men with a Smirnoff Ice. When someone gets surprised with a Smirnoff Ice, the suprised man must get down on one knee and drink the whole bottle in one go.
It has been speculated about wether it is a grass rott initiative or if Smirnoff stands behind the viral campaign that have recived more feed back than expected, positive as well as negative. The campaign site was included in the picture from the start and can as well be followed from Twitter. Even if Smirnoff behind the initiative or not, it emphasises the question what happens when consumers take full controll over a brand and creates their own viral campaign?
Jägermeister have at several occasions taken part of similar activities but with less viral features. Profile products were sent to groups that profiled themself at parties as Team Jägermeister in order to activate celebrants in more or less controversial drinking games.
How should brand managers relate to this type of consumer initiatives? Is it positive or negative exposure? Is it the ultimate brand tribute or the brand manager’s worst nightmare?
