Vodka Showtime
Alcoholic Beverages: To refresh its image, Smirnoff sets itself apart from its fiercest competitor with visually striking, virtual bar opulence.
Alcoholic beverages In order to refresh its image, Smirnoff is setting itself apart from its worst rival with visual-virtual bar opulence.Lifestyle author and "New York Times" food columnist Eric Asimov recently reported on a vodka test. In this test, several new brands that have come onto the market in recent years in designer bottles and accompanied by marketing measures were blindly compared with a selection of established premium brands. Although a vodka test can hardly be compared with one of Burgundies, Belgian beers, or malt whiskeys, because purity as an evaluation criterion is difficult to taste, the panel of connoisseurs had come to a unanimous result: Smirnoff had outperformed all other brands of schnapps. Thus, they obviously came to a different conclusion than the majority of consumers, for whom an absolutely different vodka brand is top of mind. Even in layman's terms, the latter stands out for its cosmopolitan, independent and artful advertising presence.
Smirnoff is responding to this with the international communication concept "Get Out," which is intended to refresh its image. The international campaign is based on the idea of asking the target group to go out and enjoy life to the fullest. The Swiss distributor Diageo commissioned JWT+H+F to implement the campaign idea in compliance with Swiss alcohol laws, i.e., a presentation that clearly refers to the product and its characteristics. The creative team focused on the place where Smirnoff is consumed. This was to appear unique and different from what was expected. This is how the letter bar campaign was created, which turns cocktail names into bars. The typography and color scheme are each based on the character of the respective cocktail. Above the ingredient bar, a literally expansive bar backdrop grows on each motif, on which the vodka bottles are presented as if on a revue stage. A visual experience that tastefully conveys the world of Smirnoff.
Cheers: JWT+H+F presents Smirnoff on the revue stage.
Spot on: JWT+H+F gives Smirnoff a grand entrance on the revue stage >> Page 9
Luca Aloisi
Smirnoff is responding to this with the international communication concept "Get Out," which is intended to refresh its image. The international campaign is based on the idea of asking the target group to go out and enjoy life to the fullest. The Swiss distributor Diageo commissioned JWT+H+F to implement the campaign idea in compliance with Swiss alcohol laws, i.e., a presentation that clearly refers to the product and its characteristics. The creative team focused on the place where Smirnoff is consumed. This was to appear unique and different from what was expected. This is how the letter bar campaign was created, which turns cocktail names into bars. The typography and color scheme are each based on the character of the respective cocktail. Above the ingredient bar, a literally expansive bar backdrop grows on each motif, on which the vodka bottles are presented as if on a revue stage. A visual experience that tastefully conveys the world of Smirnoff.
Cheers: JWT+H+F presents Smirnoff on the revue stage.
Spot on: JWT+H+F gives Smirnoff a grand entrance on the revue stage >> Page 9
Luca Aloisi
