In 2021, Smirnoff had lost relevance with their 18-24 year old audience. To reconnect with this key demographic we needed to demonstrate that the brand were as in-tune to the world as they are.

To reconnect with their 18-24 year old audience, Smirnoff created drinks made with social ingredients that were shared daily on Instagram. By scouring social feeds, online forums, news outlets, and release dates, the drinks were conceptualised, formulated, and dispatched every 24 hours. The daily creations and their recipes turned our social feed into a recipe book and our followers into mixologists.

With Smirnoff losing the RTD battle we needed to create relevance between the Smirnoff Brand and the newest generation of drinker, the 18-24 old. We learned that this generation is eager to experience new things and try new flavours. We learned that they align with brands that add value to their lives and that move at the speed of pop culture. We had to start talking with them about the things happening in their world.

When discussing where to talk with them, we looked at the platforms where their culture is most influenced. Instagram, YouTube, Snapchat, Pinterest, Spotify over indexed, and we incorporated VOD to guarantee mass reach.

By scouring social feeds on a daily basis we identified trends, topics, and news that were of relevance to the audience. We then used these ‘social ingredients’ to create bespoke drinks in real time to give Smirnoff a presence in the world of social using the medium they know best (drinks). To give our followers the opportunity to make these drinks for themselves, each execution posted was supported by a recipe.

Total social and influencer reach: 492,150 AP18-24

Average frequency: 25.22

Total impressions: 11,640,722