Recently, Smirnoff took an anti-mixology and anti-VIP approach to its ads. While its competitor Stolichnaya has launched an editorial hub for mixology-related content, Smirnoff is spending $25 million on a campaign that promotes inclusion and simplicity. The latest ad released this week features a pretentious lounge that turns into a fun place with an order of Smirnoff. Prior to that, Smirnoff produced an ad that made fun of artisanal vodka, guest lists, and complicated cocktails, implying that Smirnoff and an all-encompassing guest list can make a good party.

Smirnoff is going against the grain. Featured in L2’s Digital IQ Index: Spirits, Hendricks has created a whimsical, interactive guide to 21 gin-based cocktails. Jack Daniel’s promotes a sense of exclusivity by asking visitors to enter their email and become a “Friend of the Order” with a digital member card. And Grey Goose’s Fly Beyond promotes the dedication of its founder François Thibault to perfect vodka and convince his home country France to accept it as a drink.

So how is that working for Smirnoff? The social media stats suggest that inclusion makes people want to be a brand’s friend. Smirnoff has the most Facebook fans, upwards of 10 million.

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On Twitter Smirnoff is in the top ten accounts with the most followers, but outdone by Jack Daniels, Hendricks, and Grey Goose.

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