Smirnoff Smash
My Role: Art Direction, Copywriting, Strategy
In February 2024, Smirnoff launched four new flavors that 82% of taste testers were willing to purchase, but they lacked differentiation for the target audience. To relaunch Smirnoff Seltzer Combo Flavors as the go-to drink for adventurous college students, we crafted two strategies centered on immersive experiences, bold flavor promotions, and engaging social activations.
Rave Bold Refresh Bolder
Our first campaign focused on a strategic partnership with Ultra Music Festival, utilizing captivating visuals and attention-grabbing activations to elevate brand awareness and drive trial of Smirnoff products.
Concert Stage
Flyer
Merchandise
Interactive Tasting Pop-Up
2. Crack Open the Mystery
Our second campaign aimed to inspire unique content creation with Smirnoff products. By offering a mystery Smirnoff Smash PR box as an incentive, we sought to fuel curiosity and encourage user-generated content.
Liqour Store OOH
Bottle Cap Code
Website Interaction
IG and Tik Tok Posts