Some brands go to great lengths to woo Black consumers, actually buying into the culture — literally and figuratively.
Take Smirnoff vodka and its Smirnoff Movement Studio.
You can sign up to learn about Hip Hop music, art and dance. The hype reads:
“It’s all about expressing yourself at the Smirnoff Movement Studio. Featuring the dopest industry instructors, the Smirnoff Movement Studio gives you free courses in the arts to give you the skillz to break into the industry.”
Now that’s an example of the dopest skillz in Black copywriting.
Folks can check out a music video course titled Keeping It Reel. Wheels Of Steel offers DJ training at three levels. For the entrepreneurs, there’s a course called Making Paper — Turning Art Into Dollars. And you can learn the latest moves with Breakin’ It Down and Reggae Dancehall Riddims. Better hurry, most of the courses are already completely booked.
Well, guess it beats the Smirnoff Gospel Choir Competition or the Smirnoff Family Reunion Barbecue.
(Click on the essay title above to visit the Smirnoff Movement Studio website.)
1 comment:
Yep. Here's another tactic I love too: placement in low-income neighborhoods.
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