You must have noticed how soda commercials show themselves with a sensation that resembles alcoholic advertisements. Consequently you have also seen a mineral water brand acting as a sponsor for all music concerts. These types of advertising come under surrogate advertising.
Therefore surrogate advertising is a marketing technique which business utilizes to indirectly market products or services because direct promotional restrictions exists through law.
5 Great Examples of surrogate advertising are discussed below:
Royal Stag – “Make It Large” with Music CDs and Events(Surrogate advertising examples)
As an illustration Royal Stag successfully bent advertising regulations by becoming a cultural and musical events sponsor. The brand avoids alcohol promotion by using surrogate marketing to support music events along with exclusive musical CD releases and festivals also.
As a result through its ventures into the music and entertainment world, Royal Stage becomes forever integrated within the lifestyles choices of their target market segments.
Furthermore, this strategic approach directly improves brand memorability and positions the company as an important elements of vibrant social gatherings.
How Royal Stag builds a narrative that goes beyond its product?
When People experiences live music or art they revive childhood memories together with strong emotions. Through its participation in these special moments Royal stag forms a warm personal connection with its audience. This brand connection transform royal stag from an ordinary beverage into an emblem which represents shared celebrations among people.
Bacardi – From Rum to Nightlife Experiences(surrogate advertising examples)
Barcadi switches from being exclusively known for its rum products into full-fledged participation in nighttime entertainment activities. This brand activates music festivals and club events in addition to organizing energetic parties that emphasize pleasure through music.
With the help of event sponsorship Bacardi develops a strong brand identity that represent vibrant excitement. The Brand’s promotional activities allow customers to connect with the Bacardi lifestyle without ever seeing promotional materials about the alcoholic beverages.
Through this method Bacardi positions its brand as a social icon that leaves positive impressions on consumers rather than merely defining itself as an alcoholic beverages.
How Has Bacardi Transformed from a Beverage to a Cultural Symbol?
They focus on delivering more than rum to consumers. Specifically they present the Bacardi Lifestyle. The brand transforms by linking itself to nightlife activities and many more. By this, they make an appeal which extends previous beverage marketing boundaries.
Similarly Bacardi connects with its audience through event-based marketing. They do international music events along with private pop-up venues and many more. These promotional events combine music and fashion elements to serve experiential encounters. This experience goes beyond the standard product demonstration.
Furthermore, Bacardi strengthens emotional relationships with customers through experiential design. Rooftop DJs in New york City and beach events in Ibiza generates emotional recollections for guest. A bacardi bottle combines sensory enjoyments with social connections. This leads to exceptional memories to those who drink it.
Wills Lifestyle – A Fashion Statement Beyond Cigarettes
The manufacturer ITC launched Wills Lifestyle as an indirect marketing platform that supports its wills cigarette business. ITC Promotes wills cigarette sales through wills lifestyle rather than risking direct cigarette promotions which are tightly controlled by law.
Though this indirect approach the brand provides customers with fashionable advancement while sidestepping tobacco connections.
How ITC use lifestyle branding to position itself beyond just a tobacco company?
They redesigned its identity as a tobacco business through lifestyle branding. The company reached this transformation by implementing strategic business expansions. They get into areas like FMCG, hospitality and sustainable products sector.
They reaches urban cunsumers by creating aspirational stories. They also use authentic storytelling that reflects their culture. The combination of digital and traditional media platforms serves to maintain a premium brand image.
This approach reduces legal related risks but also create emotional customers bonds. This lead to long term brand loyalty. ITC now leads as a comprehensive lifestyle brand that will define future markets.
Kingfisher – More Than Just Beer, It’s a Lifestyle
Kingfisher shifted from its position as a beer company to rise as a complete lifestyle representation. Kingfisher spreads brand awareness through promotional measures such as artistic calendar releases, widespread airport branding and sponsorship of popular sporting events.
The company constructs an appealing brand identity that links to joyful occasions through its various events. By connecting the brand to memorable experiences beyond drinking the product, customers develop long-lasting brand familiarity in their minds.
How Kingfisher transform itself from Beer to Lifestyle Icon?
Kingfisher evolved its core business from being a beer producer into becoming a complete lifestyle leader. This brand transformation has changed the customer views about the brand.
Kingfisher extended its repositioning approach across multiple dimensions beyond product changes. Kingfisher strengthened their aspirational brand image by supporting artistic programs, sports sponsorships and many more.
The brand interacts with celebrations with memorable events that strengthen its connections with consumers. Kingfisher attracts consumers through a lifestyle mindset which extends beyond its beverage offerings.
Bagpiper Soda – Selling a Spirit Through Soft Drinks
The marketing team at Bagpiper utilizes its soda product to maintain brand visibility throughout advertising restriction. Bagpiper uses its Club soda beverage to create market appeal because the soft drinks can be effectively advertised alongside with its other products but their whisky cannot be directly promoted.
Through this subtle approach the brand avoids regulation limitations while building awareness among consumers about the spirit experience through Club Soda products ads.
Conclusion
Surrogate marketing serves as a strategic approach which enables branding activities while upholding regulatory boundaries. Through their focus on cultural events and lifestyle experiences Royal Stag and Bacardi join Forces with wills lifestyle and kingfisher and Bagpiper to stage promotional events which create significant social connections with their consumer base.
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