To launch its new partnership as The Official Vodka of the NFL, Smirnoff needed to cut through the cluttered, beer-centric messaging landscape around the Super Bowl and position themselves as a cultural leader to passionate fans.

The challenge: football fans’ predominant drink of choice is beer. Anheuser-Busch InBev has dominated NFL advertising for a decade, occupying minds, hearts and throats as the exclusive alcohol sponsor.

The opportunity: to break through as a challenger Smirnoff had to show that they understood not just the game but most importantly, the people who enjoy the game, better than anybody else. Creating greater access to a fan experience that could be enjoyed by all.

The brief: develop an original campaign idea to reignite Smirnoff vodka during the NFL's biggest moment by listening to the football people and giving them what they want.

An independent study helped Smirnoff gain insight into fan behaviors. The most shocking find? 2% of football fans were not able to watch Super Bowl LVI. 2% was too many for the ‘Vodka For The People’ so they brought the ultimate, game day watch party experience to ALL the People.

NO FAN LEFT BEHIND was the creative idea that made Super Bowl LVI epic for everyone. The brand brought the watch party–with big screens, delicious snacks, cocktails and a bartender, to hard-working, football-loving, ice road trucking gold miners in Alaska (100 miles from the closest town). They also used the study findings to create a 21 Essentials Game Day Kit for consumers to win and surprised essential workers in LA unable to attend the game with Super Bowl Champ Vernon Davis, swag, and delicious food. They hosted celebrity-studded pre-parties and a homegate experience for influencers and fans at Sofi Stadium.

To overcome advertising clutter and the huge price tag of in-game spots, Smirnoff crafted a PR strategy with stunts & surprises built on the foundational insight that football is best enjoyed when everyone has something to cheer for.

By finding the overlooked 2%, and activating for them, Smirnoff ensured that there was No Fan Left Behind. These fans offered irresistible stories that spread among curious fans.

Beyond stereotypical football fanatics, Smirnoff wanted to engage an inclusive representation of fandom from the core, to casual to coincidental fans. They reached their younger, more diverse consumer growth audience looking to make the most of epic and everyday moments by learning, growing, and doing the right thing along the way.

Brand and talent channels amplified unexpected stories in social while a robust distribution strategy included high impact digital and print takeover for local and national outlets, and Mobile OOH on the ground

Smirnoff enlisted NFL legend Vernon Davis to surprise a group of hard-working, football-loving, ice road trucking gold miners in the last frontier of Alaska, documenting every step of the journey - from zoom surprise to game day. A national media blitz generated coverage in top-tier outlets. Local media quickly got in on the action picking up the story across the country, while social media was abuzz stemming from Vernon Davis’ surprise Zoom and teaser content capturing the entire journey.

Back in LA, Smirnoff delivered overlooked fans a homegate advantage with its Essentials Game Day Kit, and teamed up with World Central Kitchen and Vernon Davis to surprise essential workers.

Smirnoff brought the party to the tailgate and the homegate - alongside Anthony Anderson, family and friends. No fan was left behind. ALL THE PEOPLE (the 98% and 2%) were able to take part in The Big Game.

Over 1 billion earned impressions

449 placements in just two weeks

Breakthrough coverage in key sports outlets like Good Morning Football & The Source.

60% of coverage included key brand messaging, and 38% of coverage featured activation videos or imagery.

Social delivered 18.2M Impressions and 12.6M Video Views across channels. Conversation around Smirnoff & Football leading up to Super Bowl was +2,660% higher than the previous 6 month period, with mentions on the campaign itself and Smirnoff as a “Super Bowl essential.”

Emoji love in 98% of the comments on Vernon Davis’ channels from fans.?? ??

NFL Fans engagement with Smirnoff up by 7 points in the 2021 season vs 2020 Season.

National sales up +4.2% in volume and + 4.9% in value vs.last year (*CPD Global Performance Suite, Feb 2022) In Super Bowl host state, Smirnoff sales were up +32.2% and +30.5% respectively.