New concept of the brand.

Even the most cynical Brazilians become superstitious during the World Cup. We become a nation of totem-collecting, same-place-sitting, lucky-pant-wearing, no-salt-passing, football fanatics. All with a view to ensuring the stars are (literally) aligned for the national side to win.Our idea was to position Smirnoff as another of the lucky must-have charms, thereby turning its consumption into a superstitious good-luck ritual.We created a collection of “Smirnoff Drinks for the World Cup”; these were themed Smirnoff-based cocktails, concocted to help the fans “transmit good vibes to the team” and block opposing teams’ strengths.

Brazil didn’t win the World Cup. But Smirnoff made an appearance worthy of the world’s best national teams:-Sales in partner bars increased by 119% (as compared to 37% in non-participating venues)-Brand affinity increased from 60% in July of 2005 to 77% in July of 2006-Sell-out for Smirnoff Red increased 21% (well in excess of the 15% forecast for the period)-Smirnoff Red’s market share in São Paulo (main focus of the activity) increased by 5.6% reaching an all time high 61%