In the world of advertising, creativity knows no bounds. Brands constantly seek innovative ways to promote their products, especially when faced with restrictions. One such ingenious method is surrogate advertising. Mainly seen in countries with stringent advertising regulations, like India, surrogate advertising has become a tool for brands to subtly stay in the consumer’s mind. Let’s dive deep into this intriguing world of surrogate advertising.
What is Surrogate Advertising?
Surrogate advertising is a strategy where a brand promotes a product in the guise of another, often unrelated, product. This is typically done when direct advertising of the primary product is prohibited or restricted by law. The objective is to keep the brand name alive in the consumer’s mind, even if the actual product isn’t being directly promoted.
Why is surrogate advertising important?
Surrogate advertising, a method that has gained prominence, especially in regions with strict advertising regulations, stands out as a testament to the adaptability and resilience of brands. But why is surrogate advertising so important?
Navigating Regulatory restrictions
Many countries have stringent regulations prohibiting the direct advertising of certain products, such as alcohol, tobacco, and specific pharmaceuticals. These regulations are often rooted in public health concerns or societal norms. Surrogate advertising offers a legitimate way for brands to navigate these regulatory challenges, ensuring they remain visible without directly promoting the restricted product.
Brand Recall and Reinforcement
The primary objective of any advertising campaign is to create and reinforce brand recall. Surrogate advertising ensures that the brand name remains in the consumer’s consciousness, even if the actual product isn’t being directly promoted. By associating the brand with another product or service, companies can keep their brand alive and relevant.
Expanding Brand Portfolio
Surrogate advertising can sometimes lead to genuine diversification. A brand initially using a surrogate product for advertising might find a genuine market for that product. For instance, a liquor brand promoting mineral water as a surrogate might eventually establish itself in the beverage industry, thereby diversifying its portfolio.
Creative Excellence and Brand Image
Surrogate advertising pushes the boundaries of creativity. Brands have to craft messages that resonate with the audience without directly mentioning the product. This often leads to innovative, memorable campaigns that not only promote the surrogate product but also enhance the brand’s image as a creative powerhouse.
Engaging with a Wider Audience
Surrogate products often have a broader appeal than the original product. By advertising these, brands can engage with a wider demographic. For instance, while a particular alcoholic beverage might appeal to a specific age group, a music CD or event under the same brand name can attract a more varied audience.
Ethical Branding
While there’s an ongoing debate about the ethics of surrogate advertising, some brands use it as an opportunity to project a more responsible image. By promoting products that are considered healthier or more socially acceptable, they can position themselves as brands that care about societal well-being.
Competitive Advantage
In markets where multiple brands offer similar products, surrogate advertising can provide a competitive edge. Brands that effectively use surrogate advertising can stay top-of-mind for consumers, even when direct response advertising is not possible, giving them an advantage over competitors who might not be using such strategies.
How does surrogate marketing work?
Surrogate marketing is a tactic where brands advertise a product or service that serves as a stand-in for the primary product they wish to promote. This is often done when there are legal or ethical restrictions preventing the direct advertisement of the primary product.
1. Brand Name Consistency:
One of the most common techniques in surrogate marketing is to use the same brand name for both the primary and surrogate products. This ensures that even if the actual product isn’t being directly promoted, its name remains in the consumer’s consciousness.
2. Visual and Auditory signs:
Brands often employ specific colors, logos, jingles, or mascots that are closely associated with their primary product. By using these in the surrogate advertisements, they create a subconscious link in the viewer’s mind.
3. Storytelling:
A well-crafted narrative that subtly hints at the primary product’s lifestyle or values can be a powerful tool. This narrative, when tied to the surrogate product, ensures that the essence of the brand is communicated.
4. Celebrity Endorsements:
If a celebrity is already associated with the primary product, their presence in a surrogate advertisement can create an immediate and strong connection in the viewer’s mind.
The Challenges and Criticisms
While surrogate marketing is undoubtedly creative, it’s not without its challenges:
Regulatory Scrutiny:
As the primary intent behind surrogate marketing is to circumvent advertising restrictions, regulatory bodies often keep a close watch. There’s a fine line between legal surrogate marketing and deceptive advertising.
Ethical Concerns:
Many argue that surrogate marketing is misleading, as it indirectly promotes products that might have adverse health effects. This raises questions about the ethical responsibilities of advertisers.
Effectiveness:
Not all surrogate marketing campaigns are successful. If the connection between the surrogate and the primary product isn’t clear or if the surrogate product doesn’t resonate with the target audience, the campaign could fail.
Strategies For Surrogate Advertising
Surrogate advertising, as we’ve established, is a unique way for brands to remain in the public eye, especially when direct advertising is restricted. The strategies employed in surrogate advertising are both ingenious and varied.
1. Promotion by Extension:
This strategy involves introducing a new product under the same brand name, which serves as a surrogate for the original product. A brand that cannot advertise its primary product introduces a new, often unrelated, product under the same brand name.
The surrogate product is heavily promoted, ensuring the brand name remains in the public’s consciousness. A liquor brand might introduce mineral water, soda, or even music CDs under its name. When consumers see advertisements for these surrogate products, they’re reminded of the brand’s primary product.
2. Promotion by Association:
Here, the brand leverages visual, aural, or thematic elements associated with the original product without directly naming it. The advertisement might use colors, themes, jingles, or mascots that are strongly associated with the original product.
The aim is to evoke memories and feelings related to the original product without directly mentioning it. A tobacco brand might release an advertisement showcasing rugged terrains and adventurous themes, reminiscent of its original cigarette ads.
3. Promotion through TV Commercials:
Brands create TV commercials for surrogate products or services, ensuring a wide reach.
These commercials are designed with high production values, catchy jingles, and memorable visuals.
They often feature celebrities who might have endorsed the original product, creating a stronger association. A beer brand might produce a TV commercial for its branded merchandise, like T-shirts or caps, using the same celebrities who endorse the beer.
4. Promotion through Events and Sponsorships:
Brands sponsor events, tournaments, or shows, associating their name with these events without directly promoting the restricted product. By sponsoring popular events, the brand ensures visibility and recall.
The events might be themed around the brand’s core values or target audience. An alcohol brand might sponsor a music festival or a sports tournament. Attendees and viewers associate the event’s excitement and prestige with the brand, even if the alcoholic product isn’t directly advertised.
5. Promotion through Public Service Announcements (PSAs):
Brands create or sponsor PSAs, aligning themselves with a social cause or message. The brand is seen as socially responsible, earning goodwill from the public.
While the PSA focuses on a social message, the brand’s association ensures it remains in the viewer’s mind. A liquor brand might sponsor a PSA about responsible drinking or road safety. While the message is about safety, viewers are reminded of the brand in a positive light.
Surrogate Advertising Examples
Surrogate advertising is a unique and creative strategy employed by brands, especially in regions where direct advertising of certain products is restricted or banned. India, with its stringent regulations on products like alcohol and tobacco, has seen numerous brands resort to this method. Here are some notable examples:
1. Kingfisher Airlines
Brand Association: Kingfisher Beer
Kingfisher, a renowned Indian beer brand, ingeniously promoted its airline services, Kingfisher Airlines. The advertisements prominently featured the Kingfisher logo and tagline, ensuring that while the focus was on the airline, the association with the beer was unmistakable.
2. Bagpiper Soda
Brand Association: Bagpiper Whiskey
Bagpiper, a distinguished Indian whiskey brand, introduced Bagpiper Soda as a non-alcoholic beverage. Through its advertisements, while the soda was the main product showcased, the subtle undertones ensured viewers associated it with the whiskey brand.
3. McDowell’s No.1 Soda
Brand Association: McDowell’s No.1 Whiskey
McDowell’s No.1, a leading Indian whiskey brand, ventured into the non-alcoholic segment with McDowell’s No.1 Soda. The advertisements, while focusing on the soda, maintained a clear connection to the whiskey brand, ensuring brand recall
4. Royal Challenge Sports Drink
Brand Association: Royal Challenge Whiskey
Royal Challenge, another popular Indian whiskey brand, introduced the Royal Challenge Sports Drink. The advertisements not only emphasized the sports drink but also leveraged the brand’s strong association with cricket, ensuring viewers made the connection.
5. Imperial Blue Men’s Accessories
Brand Association: Imperial Blue Whiskey
Imperial Blue, a whiskey brand in India, creatively promoted a range of men’s accessories, including ties, cufflinks, and wallets. The advertisements, while showcasing these accessories, subtly integrated the brand’s logo, ensuring the whiskey’s presence was felt.
FAQs
What is surrogate advertising?
Surrogate advertising is a strategy where a brand promotes a product in the guise of another, typically when direct advertising of the primary product is restricted.
What is an example of surrogate marketing?
For instance, the whiskey brand “Royal Stag” in India promotes its music CDs, subtly reminding consumers of its alcoholic beverages.
Why surrogate advertising?
Brands use surrogate advertising to maintain market presence and brand recall when direct advertising of their primary product is prohibited by law.
What are the features of surrogate advertising?
Surrogate advertising often involves using the same brand name, distinct visual or aural cues, and leveraging celebrity endorsements to create associations with the original product.
