When I think of products with rituals I think of Mexican alcohol. Corona with lime in the bottle, and tequila where you lick salt and suck on a lemon wedge.
Kinda reminds me of smoking weed in the 90's. It involved buying a bong/pipe that show's off your identity; the grinding and rolling, where you argue about technique and style; the pre-stone food shopping; the selection of the film/concert/activity. So much extra, unnecessary stuff to do before actually getting stoned.
Who says drug users don't work hard? ;-)
To a lesser extent, Smirnoff Ice was able to copy this with the ice your friends viral marketing campaign.
Also Captain Morgan's with the captain's pose as you drink it.
The ‘lesser extent’ must be in exponential. I’ve never heard of either of those things, and am a regular casual drinker - however the ritual around Corona is almost half the drinking experience. I can’t think of another brand that has quite so firmly implanted its ‘ritual’ into alcoholic beverages.
In college I think I saw more people drink ICE ironically after getting iced than by personal preference.
I agree, although the salt, lemon and mouthwash is really necessary to drink what it sold as tequila. High quality tequila should be drunk in small sips.
Spot on, that's a really good one!
brands like Blue Moon (Coors) roll this into their marketing. Order a Blue Moon at a bar and they'll stuff an orange slice onto the bottle or glass. But it's just marketing.
the lime actually does make the corona taste better though (assuming you squeeze the lime juice into the beer), and likely why the ritual does abet sales in that case.