Smirnoff

The Problem to solve:
The vodka category in South Africa was under pressure due to the mixability of gin which gave consumers many options to be creative.


The Solution:
Our goal was to reignite the innate passion many South Africans have for vodka, particularly for the iconic Smirnoff brand, which has woven itself into the fabric of certain subcultures in the country.

Research:
Our research provided us an interesting insight into what South African's were already mixing vodka with. Anything from soda to milkshakes to hot sauce. South African's were getting creative out of necessity and Smirnoff wanted to provide classic cocktails that were accessible to every South African.


Campaign Concept:

"Get Mixing with Smirnoff!"

For this campaign, we sought to harness the power of television advertising, utilizing potent, 15-second spots to demonstrate just how quickly and effortlessly viewers could mix up a Smirnoff cocktail, even during the commercial break of their favourite show.

Each ad presented a different Smirnoff drink, showcasing its simplicity, versatility and mixability, underlining our tagline "Get Mixing with Smirnoff!" It was a vivid, energetic and compelling illustration of how Smirnoff is not only comparable to gin in mixability, but even surpasses it, given its unmatched versatility and ease of use.