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

                         ...
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 y...
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 wo...
Eva Schiave - Don"t quote me- Pankaj




Jessica Henley Collins - Rachel just had a staring contest with my cat
and she wo...
Incentive:




 Using ”#authentic red”
Incentive:




 Using ”#authentic red”

 earns you more
 authentic red Products
Authentic

                    red
                Lorem ipsum dolor sit amet, consectetur
                adipiscing elit...
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 M...
future:




          Own
          in
          home
future:




              Create

          Own demand
          in
          home
future:




                       Create
                         demand
                            for black
          ...
How does it work with
current campaign - ”Be there”




•Since Smirnoff is off-premise, we must own at-home
•This campaign...
Insight                smirnoff has been emasculated


Observation    masculinity = the ability to drink it neat


opportu...
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
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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.

Strategists:

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

Art Direction by Rachel Stallworth.

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  • Where is the revolution today?
    Vodka is a good Mixer: inoffensive & mild flavored
  • Vodka is inoffensive, mild flavored. But that’s restricting its usage to mixers.
  • women are two times as likely to drink vodka
    People who don’t like taste of alcohol drink vodka.
  • Bourbon and scotch are drank neat
  • your assignment about talking to guys makes sense

  • Its being consumed to get wasted, not to enjoy drinking
  • People view it as inexpensive yet best.

  • Re-introduce what Smirnoff should mean for THIS guy
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Alcohol Growth Chart
    They are experimenting to find out what they like/dislike and what is “their drink”
    • Manly to drink on rocks/ neat
    • Cool to do anything “the right way”
  • Re-introduce what Smirnoff should mean for THIS guy

  • “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)

  • Smirnoff started vodka revolution.
    ... can be the first to re-invigorate drinking the right way.
    not flash in the pan... going to back to a classic
    people are almost embarrassed to order a cosmo
  • Everyone knows that vodka is from Russia...
    But other leading vodka brands are not from Russia
    (France, Sweden, Poland, Netherland)
  • Masculinity is drinking straight
    Use Esquire article
  • People like to appear like they know how to drink


  • Give away glasses
    At bus
    Mail to you Vodka 101 - Education booklet
    (on registering driver’s license)
  • Authentic red tags in Email plug-in, Facebook, text, Twitter
  • Authentic red tags in Email plug-in, Facebook, text, Twitter
  • Authentic red tags in Email plug-in, Facebook, text, Twitter
  • Authentic red tags in Email plug-in, Facebook, text, Twitter
  • Authentic red tags in Email plug-in, Facebook, text, Twitter
  • Music
    Pandora station/ Pandora free song
    Record Label
    CDs
    Free MP3 (LALA)
    Free bottles






  • Smirnoff Vodka: Authentic Red

    1. 1. jessica collins, krystal plomatos, pankaj rawat, eva schiave & rachel stallworth
    2. 2. Vodka is Just An Ingredient
    3. 3. x2 wome (Source: Mintel)
    4. 4. People have forgotten you can neat drink it
    5. 5. insight: smirnoff has been emasculated
    6. 6. Fruity | Fancy
    7. 7. brand Perception: inexpensive the quintessential rail vodka college ok but not great vodka cheap mixer
    8. 8. how iT compares:
    9. 9. target: 21-26 o
    10. 10. His Palate’s Maturation
    11. 11. His Palate’s Maturation
    12. 12. 21-26 o ( Re )introduce him to the brand
    13. 13. Opportunity: Give men another way to drink Smirnoff
    14. 14. Strategy: Connect with men by re-introducing authentic drinking culture
    15. 15. Idea: • Cold • Sipped • Glass
    16. 16. Idea: • Cold • Sipped • Glass authentic Red
    17. 17. People drink pop culture authentic Red
    18. 18. People drink pop culture authentic Red antithesis of pop culture
    19. 19. masculinity =
    20. 20. Not for everyone
    21. 21. Media Strategy: Augment his Authentic vodka Drinking Experience
    22. 22. authentic Red Glassware
    23. 23. authentic Red Glassware
    24. 24. 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
    25. 25. authentic Red Tags
    26. 26. authentic Red authentic Red Tags
    27. 27. authentic Red authentic Red Tags
    28. 28. Ken Leeeeeeeeee. Tulibu Dibu Douchoo Ken Leeeee authentic Red Tags
    29. 29. 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
    30. 30. 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
    31. 31. Incentive: Using ”#authentic red”
    32. 32. Incentive: Using ”#authentic red” earns you more authentic red Products
    33. 33. 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
    34. 34. 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
    35. 35. future: Own in home
    36. 36. future: Create Own demand in home
    37. 37. future: Create demand for black Create Own demand in home
    38. 38. 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”
    39. 39. 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

    ×