Only for cool guys
The beverage agency JWT+H+F is launching a new premix drink, Smirnoff Black Ice, on the Swiss market for Diageo and is creating collages to promote it.
Beverage market JWT+H+F launches Smirnoff Black Ice, a new premix drink on the Swiss market for Diageo and creates collages to go with it.Smirnoff Red Ice, Bacardi Breezer or Campari Mixx are just some of the more than 50 different alcopops. And new mixed drinks are launched on the market every year. No wonder: since the introduction of the standard tax on domestic and foreign alcoholic beverages in 1999, business has exploded. In 2000, 1.7 million bouteilles were sold over the counter, while the Federal Alcohol Board estimates that 40 million bottles of alcopops were consumed in 2002. Ready-to-drink beverages - RTDs for short - were originally intended to steal consumers from the beer market: the target group was (and still is) predominantly young, male adults. However, market research has shown that the designer drinks are mainly consumed by women and young people due to their mostly sweet taste.
The international drinks group Diageo now wants to change this. The company has created Smirnoff Black Ice especially for the core target group of 18 to 25-year-old men. It is characterized by a black bottle design and the clear liquid. This is associated with the taste of pure vodka rather than a sweet mix.
Hand-glued unique collages
The new Smirnoff mix, which Diageo hopes will transfer its image to the entire brand, is now to be introduced with a national campaign by JWT+Hofstetter+Fabrikant (JWT+ H+F). In keeping with the product branding, the campaign subjects are also masculine-cool in the truest sense of the word: Black and blue-grey are the predominant colors. The claim "Cool is not cold enough" matches this. The visuals were not created on a PC: the creative team glued and scanned the collages by hand.
JWT+H+F consultant Manuela Zwald explains: "We are aiming in an artistic direction, away from pure product advertising." With its cool implementation, the agency based in the Maag-Areal joins the ranks of advertisers who have mastered the balancing act between advertising idea and legal requirements - because alcopops also fall under the category of spirits by law.
Gluing work by JWT+H+F: Smirnoff ad collage.
Simone Keller
The international drinks group Diageo now wants to change this. The company has created Smirnoff Black Ice especially for the core target group of 18 to 25-year-old men. It is characterized by a black bottle design and the clear liquid. This is associated with the taste of pure vodka rather than a sweet mix.
Hand-glued unique collages
The new Smirnoff mix, which Diageo hopes will transfer its image to the entire brand, is now to be introduced with a national campaign by JWT+Hofstetter+Fabrikant (JWT+ H+F). In keeping with the product branding, the campaign subjects are also masculine-cool in the truest sense of the word: Black and blue-grey are the predominant colors. The claim "Cool is not cold enough" matches this. The visuals were not created on a PC: the creative team glued and scanned the collages by hand.
JWT+H+F consultant Manuela Zwald explains: "We are aiming in an artistic direction, away from pure product advertising." With its cool implementation, the agency based in the Maag-Areal joins the ranks of advertisers who have mastered the balancing act between advertising idea and legal requirements - because alcopops also fall under the category of spirits by law.
Gluing work by JWT+H+F: Smirnoff ad collage.
Simone Keller
