Launched November 2011
Attempting to be an innovator in a
rapidly growing segment of market
Leveraged celebrity/socialite Amber
Fully integrated campaign targeted to
"young" men and women
Established in 1997
Markets 17 of the top 100 premium distilled
Leading premium spirits business in the
world by volume, net sales and operating
North American market
Offices in 80 countries and 106
25,000 employees worldwide
In 2012, Diageo reported 26 million
cases of Smirnoff sold and a worldwide
retail sales of 3.4 billions
Standing Out Strongly in the Flavored
Rise the Awareness About Smirnoff’s
Innovation (Whipped and Fluffed).
The Two Rivals.
The Targeted Audience
Primary Target: Women.
Men, Why not? … Secondary Target.
Who are they?
Guys Night Outs.
From 21-29 years old.
Why Amber Rose?
Aspired Example for the Targeted Age
The concept of the Two Sides (Sassy &
What About The Numbers?
Leading Position in Flavored Vodkas in
Whipped Cream Smirnoff Vodka is the
3rd Largest Flavor.
Sales For Diageo in the U.S Has
Increased by 6% With the Lead to
Overall Assessment &
Small Campaign with Impact in a
Rapidly Growing Segment
Marketing Brilliance Award for
"Innovation" for Whipped and Fluffed
Minor Backlash for Youth Target, with
Overly Sexual Imagery
Market Continued to Grow in 2012, and
Smirnoff is a Known Player and Leader