Smirnoff is the world's #1 vodka. But in becoming the standard, they lost their creative edge. To breathe some new life into the brand, we found a way to connect people from across the globe to share in the best of the world’s nightlife with the Smirnoff at the center of it all.
We saw crazy numbers immediately after the first global event.
To support such an undertaking, we created live events across the globe where partygoers were unknowingly participating in a taste test. We then made them part of our marketing campaign.
Our activations were so successful, Contagious made it their Case Study of the year.
