How did a promotional campaign for Stimorol Ice influence Russian phraseology?

The advertising campaign for Stimorol Ice chewing gum, titled “Geeks in search of icy freshness,” created by McCann Erickson Russia, had a notable impact on Russian phraseology. One of the key phrases from the series of commercials became ingrained in youth slang. The word “geek,” pronounced as “otmorozok” in Russian, contains the root “moroz,” meaning “frost.” Originally, this slang term referred to the most ruthless thugs of the 90s, during a period when organized crime was rampant in Russia. Over time, the meaning of the word softened somewhat, allowing its use in advertising.

The series of commercials aired on national channels showcased four young individuals engaging in wild activities in search of extreme sensations. However, neither jumping into an icy pool nor spending hours in a refrigerator provided the intense sensations they desired, unlike the promoted gum. Each segment included a dialogue:

– Ice?

– No, not ice.

Even six years after the campaign, thanks to this commercial, the phrase “not ice” continues to be used by young people to mean “not good enough.”

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