Smirnoff and ABC’s The Bachelor have partnered to become the franchise’s latest happy couple.
Smirnoff’s themed “Will You Accept This Rosé” campaign will run alongside the show’s current season, where the drinks will often appear on-screen. Smirnoff has declared itself the “Official Hard Seltzer of The Bachelor” and will be running additional promotions online, on social media, and through select in-person activations. Smirnoff’s partnership will last through each of the franchise’s shows this year, which include The Bachelor, The Bachelorette, and Bachelor in Paradise. Krista Kiisk, brand manager of Smirnoff, said the avid and loyal fan base of the shows was what made the brand create the partnership. Alcohol beverage brands have been the leading label to work with outside partners whose consumers have similar tastes, according to a Gartner report on the topic, so it makes sense that Smirnoff would tap into dedicated The Bachelor fans.
Smirnoff will also be releasing a limited-edition Bachelor-themed Smirnoff rosé seltzer pack this summer. The 4 Ways to Rosé pack will include raspberry rosé, strawberry rosé, white peach rosé and pink apple rosé that will be available nationwide upon release. Smirnoff has also enlisted the help of some franchise favorites, such as Mike Johnson and Caila Quinn, who will be promoting the Smirnoff Seltzer Rosé online and in person during special “watch party” events.
Smirnoff’s Seltzer Rosé promotional blitz has started the same week as its competitor Natural Light released its own seltzer flavor campaign. While Smirnoff is focusing on fans of The Bachelor franchise, Natural Light Seltzer plans to tap into Super Bowl viewers via an online sweepstakes and digital campaign. Recently, Bud Light also put its cap in the ring with a twist on a seltzer of its own in what’s becoming a quickly crowding sector. Every new seltzer line is in direct competition with the sector’s current top dog: White Claw.
With many different seltzer lines bubbling up, it’s vital that brands differentiate themselves to stay prominent; Smirnoff creating a campaign for a specific television franchise could set a new precedent for brand sponsorships in television.