Alcohol sales have been quickly rising in recent years. In fact, in 2016, United States alcohol sales increased by almost 5 percent to hit $25 billion.
And some studies show a direct link between the drinks people buy and the alcohol advertising and brands they see.
What’s making alcohol advertisements and brands so effective? We’ve nailed down some key reasons for alcohol advertising successes.
The Success of Alcohol Advertising
Alcohol promotions are at an all-time high. Over the last four decades, spending for alcohol advertisements and branding has jumped 400 percent.
That money has landed in traditional ads like television, radio, and printed pieces. But it’s also been put towards things like digital advertisement and product placement in shows, movies, and events.
Those ads are helping companies build out their brands and pull in clients.
Here’s how alcohol advertising is hitting consumers.
Locking Logos in the Customer’s Mind
Alcohol companies start by building well-designed logos that catch the consumer’s eye. But in order to get that brand to stick with a consumer, they are using ads to reinforce that image.
This strategy plays off a marketing strategy called The Rule of Seven. The rule says a message needs to hit a customer seven times before they decide to interact with the product.
Connecting Logos to Messages
A brand is no good if it doesn’t have a meaning. And alcohol companies are connecting feelings and messages to their logo.
This usually means picking out values that a consumer holds or desires and linking it to the brand.
That builds loyalty. In fact, more than 60 percent of consumers say they trust a brand because they share its values.
Sharing the Stories They Choose to Tell
Telling a story is a powerful way to engage a consumer. In fact, science shows humans are drawn to stories.
Companies are using alcohol advertising to tell positive stories about their products. And they are weaving their messages into those stories. That way, the brand becomes associated with positive stories that they pick.
It also helps keep brands away from being connected to negative stories. For instance, it would be unlikely to see an alcohol commercial that answers questions about A.A.
And this technique also may be causing anti-alcohol ads to work for alcohol companies. Some studies suggest anti-alcohol ads are reinforcing positive views of drinking among heavy drinkers.
Growing out Advertising on the Ground
Alcohol brands are also putting out their messages in grass-roots forms. That means they are connecting with consumers on a local level.
This takes the form of alcohol advertising at live concerts or sporting events. Companies use holidays like Cinco de Mayo or Halloween to promote products.
This is helping alcohol companies connect with even more customers on an even deeper level.
Logos Beyond Alcohol Advertisement
Brands are using alcohol advertising to build messages and bring in new customers. And the tool they are using is a well-crafted logo.
Want to learn more about logo design and brand-making strategies? Check out our blog here for the latest news and pro tips in logo creation.