In a declining market, vodka brands were embroiled in a pricing race to the bottom. Instead of joining that price war, Smirnoff invested in reinstating itself as a badge brand. A different, two-phased approach was adopted, combining two categories that are normally considered separate: outdoor, digital and social channels were used to turn around the brand image. The brand was made accessible to an 18+ target audience through innovative RTD activations. The result? Profit growth targets: 7% increase. Achieved: 12% increase. “Social Permission” imagery scores up an average of 125%

Awards: APAC Effies Silver