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Who are we?
Smirnoff Vodka
Whether it’s a warm, cold Moscow evening or a cool, wet Tennessee night, the brand essence of Smirnoff is to stimulate social competence.Search what you like
Position in the market
In 1877, the Smirnoff Vodka Company in Moscow was granted the right to use three Russian coat of arms and in 1886 became a supplier to the Russian Imperial Court. Between 1874 and 1897, it won numerous awards for quality and diversity at international exhibitions. By the end of the nineteenth century, the Smirnoff vodka brand was generating the equivalent of nearly $20 million in revenue per year. Since 1975, Smirnoff-led vodka has surpassed bourbon as the most popular spirit in the U.S. In 1978, Smirnoff became the number one spirits brand in its largest market, the U.S. (Source: Smirnoff Impact Newsletter). Despite being overtaken by Bacardi, it has remained in second place and is growing faster than Bacardi worldwide. As of 2002, Smirnoff was the world’s largest premium international vodka brand, selling more than three times as much as its closest competitor, Absolut (source: ACNielsen). And this is thanks to Smirnoff’s rejuvenation: Smirnoff’s target audience is 18-35 year olds. They use contemporary methods to appeal to young generations, for example by supporting various cultural movements that are in line with trends, such as support for gay rights, nightlife exchange projects, etc.
Core idea
freedom, originality and versatility.
Key messages
- Why did we start this campaign and what is happening to the world?
Because 50% of today’s millennials and Generation Z young people are very anxious about the status quo for 6 reasons, from the economy, greening (environmental collapse), gender inequality, racism, to social discontent and covid-19 with lockdown, which has forced people to stay at home and start learning how to get along with themselves or with family members, but it has also created a problem with people becoming increasingly reliant on electronics and basically all sources of information through screens, which has led to a status quo of being detached from reality for too long. After three long years of living with viruses, people need nature, which is why young people are starting to crave the outdoors more and more. But it’s not enough to have an idea, we also have to face a series of problems, which fall into two categories: the realities (money, time and transport) and personal wishes.
- What are our expectations for the future? （What attitude should we have?)
As members of the community: we want to return to nature and embrace green spaces. We also want to learn to live well, not to put limits on our lives, to be free and to challenge ourselves.
As a brand: we want to connect our products with people’s development, to be a good part of life, to provide good emotional value and to create good memories.
Slogan
Vodka-acted, not just thought
Why?
The original phrase was actually used in the James Bond film series when Sean Connery (played by James Bond in the fifth James Bond film in 1967) first uttered the immortal words “vodka martini – shaken , not stirred” with Smirnoff vodka in the film ‘Dr No’ in 1962, then we switch the verbs to show our lifestyle in fun ways.