Smirnoff
The world's largest vodka brand, Smirnoff wanted to appeal to America's taste buds with a line of flavored vodkas. The communications strategy was to attract consumer curiosity about mixology and cocktails. First step was publishing Smirnoff’s own “Martini Collection Bartender’s Guide” followed by bartender competitions across the USA. The winners were awarded the Smirnoff Certificate of Excellence. Their signature drinks were showcased online and in print. An integrated campaign highlighted the endless variety and originality possible when mixing drinks with Smirnoff’s range of flavored vodkas. It involved in bar and in store promotional materials, POS, online, print and outdoor components.
Print ads highlighted the winning cocktail recipes and led to the microsite for more options.
The official Smirnoff website highlights the many flavored vodka alternatives and
endless mixology possibilities.
endless mixology possibilities.
Coasters and other promotional materials where distributed throughout liquor stores and bars.
New York bartender competition - the winners get the Smirnoff Bartender's Certificate of Excellence and their recipes are used in the print and online advertising - Original recipes are also included in the Smirnoff's Martini Collection publication / Bartenders guide.
