So yet another in a series of communication by liquor brands trying hard to connect with the

audience by saying something thought-provoking and profond (supposedly). And seriously, do the liquor brands really believe that this surrogate crap will make the people feel that the brand is not about drinking yourself silly, but about a social consciousness or whatever.

Johnny Walker – Keep Walking

Seagram’s Royal Stag – Make it Large
and Now Smirnoff  – I Choose to be a Hero

the underlying message to all the communication is consume me and I will consume you.

You can make it Large if you have Royal Stag. And a sports person endorsed the brand?? And the Indian Cricket team Captain also endorses another liquor brand. And now this –  I choose to be a hero by having Smirnoff.


Surrogate is fine if it stays in the fun area or something ridiculous as mineral water or glasses and stuff. But I do not think they have any business propagating any kind of philosophy… specially to the young (as all communication seems to reflect, except perhaps Johnny Walker).

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