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




Thursday, April 1, 2010
Thursday, April 1, 2010
Thursday, April 1, 2010
Vodka is Just An
  Ingredient
Thursday, April 1, 2010
x2
                          women




 (Source: Mintel)
Thursday, April 1, 2010
Thursday, April 1, 2010
People have forgotten

                          neat
    you can drink it




Thursday, April 1, 2010
insight:




       smirnoff has been

       emasculated
Thursday, April 1, 2010
Thursday, April 1, 2010
Fruity   |   Fancy
Thursday, April 1, 2010
brand Perception:




       inexpensive                      the quintessential
                                         ...
how iT compares:




Thursday, April 1, 2010
target:




                          21-26




Thursday, April 1, 2010
                          o
His Palate’s
                          Maturation

Thursday, April 1, 2010
His Palate’s
                          Maturation

Thursday, April 1, 2010
21-26




Thursday, April 1, 2010
                          o       ( Re )introduce
                                  him ...
Opportunity:




          Give men

          another
          way to drink Smirnoff
Thursday, April 1, 2010
Strategy:




    Connect with men by
    re-introducing
                          authentic
                          dri...
Idea:




                          • Cold
                          • Sipped
                          • Glass




Thursd...
Idea:




                                 • Cold
                                 • Sipped
                              ...
People drink pop culture



                            authentic Red
Thursday, April 1, 2010
People drink pop culture



                            authentic Red
                            antithesis of pop cultur...
Thursday, April 1, 2010
masculinity =




Thursday, April 1, 2010
Not
                          for everyone


Thursday, April 1, 2010
Media Strategy:




             Augment his

             Authentic
             vodka Drinking Experience


Thursday, Ap...
authentic Red
                          Glassware




Thursday, April 1, 2010
authentic Red
                          Glassware




Thursday, April 1, 2010
authentic Red
                                Mailing



                          the Authentic red sipping glass collect...
authentic Red

Thursday, April 1, 2010
                          Tags
authentic Red




                                          authentic Red

Thursday, April 1, 2010
                       ...
authentic Red




                                          authentic Red

Thursday, April 1, 2010
                       ...
Ken Leeeeeeeeee. Tulibu Dibu Douchoo Ken
                                   Leeeee




                          authentic...
Eva Schiave - Don"t quote me- Pankaj




                          Jessica Henley Collins - Rachel just had a staring cont...
Eva Schiave - Don"t quote me- Pankaj




                          Jessica Henley Collins - Rachel just had a staring cont...
Incentive:




         Using ”#authentic red”




Thursday, April 1, 2010
Incentive:




         Using ”#authentic red”

         earns you more
          authentic red Products


Thursday, April...
Authentic

                                    red
                                    Lorem ipsum dolor sit amet, consect...
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/Wh...
future:




                          Own
                          in home



Thursday, April 1, 2010
future:




                                 Create
                                  demand
                          Own...
future:




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




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


Observation                masculinity = the ability to drink...
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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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Smirnoff Vodka: Authentic Red

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