Through the 'Clearly Original' platform, we developed some key points for each of our specific actions in order to increase brand awareness within the target market and to build up the brand's credentials. We did this by creating a new brand image where Smirnoff is a canvas on which customers can express their own originality.'Clearly Original' is present in the best and most authentic moments, which is why we were there with the slogan 'Be There' as an impulse for expressing our creativity. Smirnoff was present in events and parties, sponsorships, alternative media, inspiring insiders and off-trade activities in bars and nightclubs.

COCKTAIL YOURSELF Overall growth of 38% in off-trade activitiesSMIRNOFF INSIDERS (OPINION LEADERS) 114,344 Followers'BE THERE' EXPERIENCES: 5,214 guestsCOVERAGE: 10 WEEKS OF ORIGINALITY (ALTERNATIVE MEDIA)•95% of the people involved in our activities were between the ages of 18 and 25 - the ideal brand target. We increased brand awareness in a creative, new and original way.

•Smirnoff contributed to the strengthening of some of the most important alternative media sources in Mexico by means of dynamic interactions with the public.

•Smirnoff's boost in viral marketing reached 150% more.•Through our brand experiences, off-trade activities, PR and media coverage, we reached the unbeatable and Clearly Original result of: 2,065,706 total points of contact.