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Smirnoff
Exclusively for Everybody: How Smirnoff reinvented vodka to make mainstream meaningful.

RAN IN: United States

CLIENT
Diageo

Brad Essig, VP, Marketing, Vodka Category, Diageo NA
Dan Kleinman, Director of Marketing, Smirnoff
Jessica Weinstein, Sr. Consumer Planning Manager, Smirnoff

AGENCY
72andSunny *Lead Agency

Carlo Cavallone, Executive Creative Director, 72andSunny Amsterdam
Pete Novosel, Creative Director, 72andSunny New York
Jeff Gonick, Lead Writer, 72andSunny New York
Nic Owen, Managing Director, 72andSunny Amsterdam
Alice Von Oswald, Brand Director, 72andSunny New York
Stephanie Feeney, Director of Strategy, 72andSunny Amsterdam
Scott Hattis, Sr. Strategist, 72andSunny New York


Carat


SUMMARY

Smirnoff was mass-market vodka whose share of category volume was in 10-year decline. The brand was caught between competitors at both ends of the market and struggling for a reason to exist. With a new brand platform, Exclusively for Everybody, Smirnoff turned its mid-market position into a strength, taking a stand for inclusive good times in a category obsessed with exclusive VIP culture. As a result, Smirnoff grew volume sales by 2.6% and achieved a sustainable increase in share of vodka for the first time in over 10 years.

CASE VIDEO


Hero Medium: Interactive/Online

Audience: Men and women (21-29)

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National

Language: English