Smirnoff Ice is a lemon and vodka drink (5.6º) designed for consumption straight from the bottle. With 1.5 UK measures of vodka, it's difficult to market in Spain as a highly alcoholic drink, so it is positioned in the premium beer segment, to be enjoyed at lunchtime, in the afternoon or as a first drink at night. The target group for this product comprises young people (18-25) with a medium-high to high cultural level and medium to medium-high social class.

We decided to contact early adopters, trend setters, to initiate word of mouth. There is no conventional database for this segment and we found them by studying their habits (e.g. trend magazines, fieldwork... with validation telemarketing), in order to identify the companies where they worked and establishments they frequented. The important thing was for them to try Smirnoff Ice under optimum conditions. So a bottle was sent to these places inside an expanded polystyrene box and buried in red balls of ice, together with an opener.Because: '0º is cold, 3º is cool'.

To verify the campaign results, telemarketing was carried out on 107 contacts (21.4% of the total), of which: 94.4% remembered having received it, 5.6% didn't remember but passed us on to the person who had opened the mailshot (and who did remember), 100% of the people interviewed tried the product the same day they received it and in 76.64% of the cases it was tried by more than one person. 60.74% of the people contacted stated they would consume Smirnoff Ice again.