Mashup Street was a global Smirnoff Experience combining South Africa’s diverse street cultures to create a New Street Order, taking place on the streets of South Africa in 2010. As part of the larger campaign, Smirnoff was looking for packaging to reflect Mashup Street’s unique concept.

By mashing up and combining the street cultures of South Africa we created Mashup Street, a place where hip hop met goth, afro met preppy, rock met kwaito, punk met house and electro met biker. We got five of South Africa’s hottest designers to interpret our unique street culture mashups and create limited edition Smirnoff packs, bringing Mashup Street to life. After working closely with the artists, the packs began to emerge as real and cutting edge artistic representations of Mashup Street, exactly what our consumer was looking for.

The packs instantly became highly sought-after collectors items and centrepieces for Mashup Street’s iconography. As a result, artist edition bottle packs have become a benchmark in Smirnoff’s campaigns on a global level.The packs were integral in promoting Mashup Street and helped it become the most extraordinary Smirnoff Experience to date. The packs also boast contribution to over half a million page impressions in a couple short months and more than 20,000 new database members during the campaign.