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Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
Smirnoff Vodka: Authentic Red
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. …

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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  • 1. jessica collins, krystal plomatos, pankaj rawat, eva schiave & rachel stallworth Thursday, April 1, 2010
  • 2. Thursday, April 1, 2010
  • 3. Thursday, April 1, 2010
  • 4. Vodka is Just An Ingredient Thursday, April 1, 2010
  • 5. x2 women (Source: Mintel) Thursday, April 1, 2010
  • 6. Thursday, April 1, 2010
  • 7. People have forgotten neat you can drink it Thursday, April 1, 2010
  • 8. insight: smirnoff has been emasculated Thursday, April 1, 2010
  • 9. Thursday, April 1, 2010
  • 10. Fruity | Fancy Thursday, April 1, 2010
  • 11. brand Perception: inexpensive the quintessential rail vodka college ok but not great vodka cheap mixer Thursday, April 1, 2010
  • 12. how iT compares: Thursday, April 1, 2010
  • 13. target: 21-26 Thursday, April 1, 2010 o
  • 14. His Palate’s Maturation Thursday, April 1, 2010
  • 15. His Palate’s Maturation Thursday, April 1, 2010
  • 16. 21-26 Thursday, April 1, 2010 o ( Re )introduce him to the brand
  • 17. Opportunity: Give men another way to drink Smirnoff Thursday, April 1, 2010
  • 18. Strategy: Connect with men by re-introducing authentic drinking culture Thursday, April 1, 2010
  • 19. Idea: • Cold • Sipped • Glass Thursday, April 1, 2010
  • 20. Idea: • Cold • Sipped • Glass authentic Red Thursday, April 1, 2010
  • 21. People drink pop culture authentic Red Thursday, April 1, 2010
  • 22. People drink pop culture authentic Red antithesis of pop culture Thursday, April 1, 2010
  • 23. Thursday, April 1, 2010
  • 24. masculinity = Thursday, April 1, 2010
  • 25. Not for everyone Thursday, April 1, 2010
  • 26. Media Strategy: Augment his Authentic vodka Drinking Experience Thursday, April 1, 2010
  • 27. authentic Red Glassware Thursday, April 1, 2010
  • 28. authentic Red Glassware Thursday, April 1, 2010
  • 29. 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. Thursday, April 1, 2010
  • 30. authentic Red Thursday, April 1, 2010 Tags
  • 31. authentic Red authentic Red Thursday, April 1, 2010 Tags
  • 32. authentic Red authentic Red Thursday, April 1, 2010 Tags
  • 33. Ken Leeeeeeeeee. Tulibu Dibu Douchoo Ken Leeeee authentic Red Thursday, April 1, 2010 Tags
  • 34. 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 Thursday, April 1, 2010 Tags
  • 35. 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 Thursday, April 1, 2010 Tags
  • 36. Incentive: Using ”#authentic red” Thursday, April 1, 2010
  • 37. Incentive: Using ”#authentic red” earns you more authentic red Products Thursday, April 1, 2010
  • 38. 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 Thursday, April 1, 2010
  • 39. 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 Thursday, April 1, 2010
  • 40. future: Own in home Thursday, April 1, 2010
  • 41. future: Create demand Own in bars in home Thursday, April 1, 2010
  • 42. future: Create demand Create for black demand Own in bars in home Thursday, April 1, 2010
  • 43. 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” Thursday, April 1, 2010
  • 44. 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 Thursday, April 1, 2010

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