Smirnoff changed Smirnoff Ice’s recipe and people hated it. This triggered a barrage of protests on the brand’s page as thousands of people complained about the flavor.

We then decided to bring back the original formula, but something needed to done for the fans turned into haters. The goal was to right a wrong by impacting everyone who complained.

We created a character: Wilson, the only Brazilian who liked Smirnoff Ice’s new flavor.

This character humorously reached out to one by one of the people and sent them a video to let them know that, thanks to their complaint, Ice’s original flavor would be back. In the video, Wilson reads the respective negative comment and creates a customized content piece for that person. In the end, he requests that person’s mailing address so that he could send each one of them the reformulated product first-hand.

After all, thanks to each one of those complaints, Smirnoff Ice would bring back its original flavor.

We faced a crisis on Smirnoff Ice’s Facebook page. A total of 1,787 complaints. We reached out directly to those 1,787 people on Facebook to turn around the problem and improve the brand’s image.

We needed to tackle that crisis before it spread to major media channels.

We created exclusive content for those people in order to entertain them, apologize and request their mailing address to send them first-hand the product with the original recipe. A lighthearted and hassle-free way of getting the attention from people who felt hurt by drinking a Smirnoff Ice that tasted bad.

100% of the people who complained were impacted. 100% of them reposted the story, kicking off a new campaign in a customized, organic fashion.

1,787 complaints: 1,787 customized content pieces.

100% of the target impacted with exclusive content.

100% of positive replies.