Big Liquor benefits from one of the happiest relationships in sales: the more we drink, the higher our alcohol tolerance. It is, therefore, their prerogative to get drinkers drinking, early and often—anywhere left of equilibrium alcohol-tolerance/insulin-sensitivity is, laws permitting, their target market. Understanding this, Big Liquor moved aggressively into Big Soda territory. Rivers ran candy coloured with alcopop.
But you already know that. What you may not know is that in an effort to reach a new generation of drinkers, Diageo launched Smirnoff Pink in spring 2021. “It’s the pink you’ve been waiting for”, they say. And how. Their ads feature the classic Missy Elliot track, “Get Your Freak On”, modified so that “Freak” becomes “Pink”. Whatever the word, Mme. Misdemeanour is implying the same thing: this is a beverage you can screw your tongue into like a light socket.
That’s why Smirnoff chose BLKBK’s font High Voltage for use in the Pink logo and elsewhere in advertisements. Written with a round-tip marker, with a fine finish and easy curves, this neon sign font flows, electric and smooth. It packs the flavour to make up for taste, stamina for years, and an easy appeal—perfect for the Smirnoff Pink logo font.