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    Smirnoff taps into Taylor Swift’s popularity with ‘Lavender Era’ beverage

    Smirnoff has launched a limited edition ready-to-drink (RTD) flavour – Smirnoff Ice Lavender Lemonade in a bid to tap into the current wave of Taylor Swift fever. 

    The drink is a nod to Swift’s Lavender Haze album and her record-breaking The Eras Tour, which arrives in Australia this month.

    Smirnoff is positioning the drink, which features a citrus flavour, while the bottle has a cloudy lavender colouring as a fun beverage to mimic the energy and excitement that festivals evoke for music lovers.

    Smirnoff marketing manager Maddy Stockwell said, “With the colour purple having its moment, we’re leaning into our lavender era with the launch of Smirnoff Lavender Lemonade, creating a new taste that sparks excitement.

    “Smirnoff lives and breathes music, so when we saw the line-up of incredible musicians and artists making their way to Aussie stages this year, we knew we had to get ready for it.”

    It comes as the Taylor Swift effect reaches mass saturation due to wild speculation about an appearance at the Super Bowl LVIII in Las Vegas this weekend. 

    Mediaweek has previously reported on the impact Swift’s big-spending fans have made on the American Football market since beginning her relationship with Kansas City Chiefs tight end Travis Kelce. 

    While many are quick to be pessimistic about Swift, Kate O’Loughlin, associate strategy director at Initiative and proud Swiftie, told Mediaweek that there is no doubt the Grammy winner will significantly impact this year’s Super Bowl.

    See also: The Taylor Bowl: What brands and advertisers can learn about the power of Taylor and her Swifties at the Super Bowl

    The post Smirnoff taps into Taylor Swift’s popularity with ‘Lavender Era’ beverage appeared first on Mediaweek.

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