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Smirnoff Vodka: Authentic Red
 

Smirnoff Vodka: Authentic Red

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AKQA New York challenged us to develop a social media campaign targeting guys with the objective of getting them to drink more Smirnoff vodka. ...

AKQA New York challenged us to develop a social media campaign targeting guys with the objective of getting them to drink more Smirnoff vodka.

Strategists:

Eva Sciave, Jessica Collins, Pankaj Rawat, Rachel Stallworth and Krystal Plomatos

Art Direction by Rachel Stallworth.

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  • cool stuff. could have done something on the social consumerism side though! why not assume the red to yet another level and partner with Product RED. It would appeal to the target audience I'm sure!
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  • <br />
  • <br />
  • Where is the revolution today? <br /> Vodka is a good Mixer: inoffensive & mild flavored <br />
  • Vodka is inoffensive, mild flavored. But that&#x2019;s restricting its usage to mixers. <br />
  • women are two times as likely to drink vodka <br /> People who don&#x2019;t like taste of alcohol drink vodka. <br />
  • Bourbon and scotch are drank neat <br />
  • your assignment about talking to guys makes sense <br />
  • <br />
  • Its being consumed to get wasted, not to enjoy drinking <br />
  • People view it as inexpensive yet best. <br />
  • <br />
  • Re-introduce what Smirnoff should mean for THIS guy <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Alcohol Growth Chart <br /> They are experimenting to find out what they like/dislike and what is &#x201C;their drink&#x201D; <br /> &#x2022; Manly to drink on rocks/ neat <br /> &#x2022; Cool to do anything &#x201C;the right way&#x201D; <br />
  • Re-introduce what Smirnoff should mean for THIS guy <br />
  • <br />
  • &#x201C;Instead of showing a new cocktail recipe (which tend to fall in and out of style), we are introducing a new style of drinking (which als happens to be the proper way of enjoying it) <br />
  • <br />
  • Smirnoff started vodka revolution. <br /> ... can be the first to re-invigorate drinking the right way. <br /> not flash in the pan... going to back to a classic <br /> people are almost embarrassed to order a cosmo <br />
  • Everyone knows that vodka is from Russia... <br /> But other leading vodka brands are not from Russia <br /> (France, Sweden, Poland, Netherland) <br />
  • Masculinity is drinking straight <br /> Use Esquire article <br />
  • People like to appear like they know how to drink <br />
  • <br />
  • <br />
  • Give away glasses <br /> At bus <br /> Mail to you Vodka 101 - Education booklet <br /> (on registering driver&#x2019;s license) <br />
  • Authentic red tags in Email plug-in, Facebook, text, Twitter <br />
  • Authentic red tags in Email plug-in, Facebook, text, Twitter <br />
  • Authentic red tags in Email plug-in, Facebook, text, Twitter <br />
  • Authentic red tags in Email plug-in, Facebook, text, Twitter <br />
  • Authentic red tags in Email plug-in, Facebook, text, Twitter <br />
  • Music <br /> Pandora station/ Pandora free song <br /> Record Label <br /> CDs <br /> Free MP3 (LALA) <br /> Free bottles <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />
  • <br />

Smirnoff Vodka: Authentic Red Smirnoff Vodka: Authentic Red Presentation Transcript

  • jessica collins, krystal plomatos, pankaj rawat, eva schiave & rachel stallworth
  • Vodka is Just An Ingredient
  • x2 wome (Source: Mintel)
  • People have forgotten you can neat drink it
  • insight: smirnoff has been emasculated
  • Fruity | Fancy
  • brand Perception: inexpensive the quintessential rail vodka college ok but not great vodka cheap mixer
  • how iT compares:
  • target: 21-26 o
  • His Palate’s Maturation
  • His Palate’s Maturation
  • 21-26 o ( Re )introduce him to the brand
  • Opportunity: Give men another way to drink Smirnoff
  • Strategy: Connect with men by re-introducing authentic drinking culture
  • Idea: • Cold • Sipped • Glass
  • Idea: • Cold • Sipped • Glass authentic Red
  • People drink pop culture authentic Red
  • People drink pop culture authentic Red antithesis of pop culture
  • masculinity =
  • Not for everyone
  • Media Strategy: Augment his Authentic vodka Drinking Experience
  • authentic Red Glassware
  • authentic Red Glassware
  • authentic Red Mailing the Authentic red sipping glass collection sent to you on your birthday Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum sed tortor ac felis varius ornare. en
  • authentic Red Tags
  • authentic Red authentic Red Tags
  • authentic Red authentic Red Tags
  • Ken Leeeeeeeeee. Tulibu Dibu Douchoo Ken Leeeee authentic Red Tags
  • Eva Schiave - Don"t quote me- Pankaj Jessica Henley Collins - Rachel just had a staring contest with my cat and she won. Ken Leeeeeeeeee. Tulibu Dibu Douchoo Ken Leeeee authentic Red Tags
  • Eva Schiave - Don"t quote me- Pankaj Jessica Henley Collins - Rachel just had a staring contest with my cat and she won. Ken Leeeeeeeeee. Tulibu Dibu Douchoo Ken kfPlomatos - Ken Leeeeeeeeee. Tulibu Dibu Douchoo. Ken Leeeeeeee Leeeee authentic Red Tags
  • Incentive: Using ”#authentic red”
  • Incentive: Using ”#authentic red” earns you more authentic red Products
  • Authentic red Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum sed tortor ac felis varius ornare. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum sed tortor ac felis varius ornare. authentic Red Online Music
  • C O M M U N I C AT I O N S C O N T E X T S T R AT E G Y Augmenting the Authentic Drinking Experience When/Where Young Men are Experimenting with New Drinks Awareness Experience Preference Advocacy CONSUMER NEEDS Education Affirmation Way to Share Guidance They are curious Spread their love of Want to know what and want quick Want a drink that “Authentic Red” and drinks are cool and knowledge to look/ makes them legit ritual of vodka good feel “in the know” drinking C O N T E N T I M P L I C AT I O N S The original is still an option, and Smirnoff Introduce them What’s more legit Give them the is the best choice for to a new way to than the original? tools to share any occasion drink vodka CONTENT CHOICE Glass Ware Music (Stations, Playlists, Downloads) Communication on Packaging “Authentic Red” Tags (Twitter, Email , Texting) Smirnoff Girls & Schwag Branded Merchandise (Chiller) Point of Purchase Mailing Kit
  • future: Own in home
  • future: Create Own demand in home
  • future: Create demand for black Create Own demand in home
  • How does it work with current campaign - ”Be there” •Since Smirnoff is off-premise, we must own at-home •This campaign expands the definition of “there” •Their place is the place to “be”
  • Insight smirnoff has been emasculated Observation masculinity = the ability to drink it neat opportunity add another way to drink Smirnoff strategy reintroduce authentic drinking culture reintroduce authentic drinking culture context strategy augment where men experiment with drinks augment where men experiment with drinks reason to believe only the world’s #1 Vodka can stand alone only the world’s #1 Vodka can stand alone