SMIRNOFF MASK OF SOCIABILITY.

We turned the common mask to protect and hide behind – into a social lubricant. Creating 12 different original masks for Halloween, each free on a specially designed bottle of Smirnoff ICE.

Halloween in Japan is more than a party. It’s a time where the normal politics of sociability are suspended. Smirnoff wanted to be a part of the fun – and fuse these cultural peculiarities together.

We made 12 different masks so that people could collect the different types, thereby fueling repeat purchase.

By making the on-pack incentive a mask, it enabled us to organically generate selfies as our fans started to wear them and take pictures of themselves.

We spread the idea through influencers and PR media to launch the special edition bottles and masks.

With the help of a Smirnoff get ready for Halloween Youtube video that highlighted the mask, we were able to further increase awareness and excitement leading to the big day.

- Achieving a 21% increase on sales for the same period the previous year.

- 1.4 Million bottles were sold out before Halloween.

- 4,748 posts / 4,330,191 reach (Object KPI* 1,314 / 601,837 reach)

KPI achievement 360% posts / 719% reach