Introducing Smirnoff’s new global positioning “Be Audacious” to the Brazilian market—a scenario dominated by well-known brands and innovative packaging.

The idea was to stand out in this saturated market and attain great shelf impact through a daring proposal. By using a simple molded acrylic piece to place the bottle and its label upside down, we created disruption by being Smirnoff itself, with an audacious extra twist.

By communicating the new positioning through a simple and clear idea, we turned the upside down bottle into a curious and desirable object, selling out all 55,000 units produced. The brand now plans to relaunch this successful edition soon.