Smirnoff Limited Edition Flavours

Flavoured vodka is a high value sub-segment that brings a new, younger and more affluent shopper to the category. However, the majority of Smirnoff Flavours volume was sold on price promotion and retailers weren’t supporting flavoured spirits.

We identified that the audience didn’t associate flavoured vodka or Smirnoff with great taste so we focused our strategy on bringing out the mouthwatering ingredients behind the flavours to win on taste.

To support Limited Edition bottles, we created a range of beautiful, high quality collateral with exciting on-shelf and off-shelf visibility to disrupt shoppers and generate crave appeal. Recreating the bottle as the fruit itself, sliced to reveal the fruit in its natural form, delivered strong visual and flavor cues.

A wide variety of BTL collateral was utilised across all major multiple retailers throughout the UK and brand guidelines and growth driver toolkits were produced for pan-European distribution.

  • Off-shelf display for first time on Flavours
  • Retailers re-engaged and positive about the brand
  • Increased Smirnoff’s share of shelf

WHY WE LOVE IT:

Strong design and visual impact of collateral excited shoppers and retailers alike.

300%

+28%