Smirnoff Vodka: Authentic Red

jessica collins, krystal plomatos, pankaj rawat, eva schiave & rachel stallworth

Thursday, April 1, 2010

Vodka is Just An
Ingredient

x2
women

(Source: Mintel)

People have forgotten

neat
you can 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


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
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.


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.

kfPlomatos - Ken Leeeeeeeeee. Tulibu Tulibu Dibu Douchoo
Ken Leeeeeeeeee. Dibu Douchoo. Ken Ken
Leeeee
Leeeeeeee

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
demand
Own in bars
in home


future:

Create
demand
Create for black
demand
Own in bars
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

Smirnoff Vodka: Authentic Red

Recommended

Recommended

More Related Content

More from Krystal Plomatos

More from Krystal Plomatos (8)

Recently uploaded

Recently uploaded (20)

Smirnoff Vodka: Authentic Red