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Smirnoff
From Advertiser to Publisher: How Smirnoff embraced social publishing to win the flavored vodka recipe game

RAN IN: United States

CLIENT
Diageo North America

Brad Essig, VP, Vodka
Brian Radics, Brand Director
Jessica Weinstein, Senior Consumer Planning Manager
Stacey Cunningham, Brand Manager

AGENCY
72andSunny *Lead Agency

Shannon Coletti, Brand Director
Scott Hattis, Sr. Strategist
Carol Chan, Strategist
Nick Panayotopoulos, Sr. Writer
Chena Stephens, Sr. Designer


Carat

Kevin Peterson, Associate Director


SUMMARY

Flavored vodka is a hyper-competitive category that has seen 500+ product launches since 2010. Intense innovation reduced Smirnoffs brand loyalty and made it impossible to stand out with new launches. Growth necessitated communications re-focus on the core range of flavors that made up the majority of existing volume. We adopted a radical new strategy, shifting from a TV based campaign approach to an always-on social publishing model that linked commercially important vodka drink recipes to culturally relevant conversations. The Smirnoff Drinks Engine exceeded targets delivering 9.5x category value growth.

CASE VIDEO


Hero Medium: Social Media

Medium Featured On Video: Social Media

Audience: Other

Objectives: Develop, revitalise market

Type: Business to Consumer

Classification: National

Language: English