Effies
Australia
Smirnoff Pure
Agency
Leo Burnett Sydney
Client
Diageo Australia
Awards
Bronze
Beverages
Case Study
Summary
Smirnoff was in decline, with heartland 18–29 year old drinkers choosing cheaper vodkas. Smirnoff needed to justify its price premium. Traditional credentials or affinity campaigns were not going to work.
Instead, Smirnoff made drinkers realise that the best mixed drinks start with a pure canvas; Smirnoff. The ‘Purity’ campaign was executed across TV, digital and in-store.
Smirnoff returned to growth for the first time in years. People saw Smirnoff as a pure spirit, worth paying more for. A huge result for a mature brand in a value orientated market.
Case study
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Credits
| Author | Luke Atkinson | ||||||||
| Planner | Warwick Heathwood | ||||||||
| Copywriter | A. Chris Moreira | ||||||||
| Art Director | Mark Scholler | ||||||||
| Head of Account Management | Peter Bosilkovski | ||||||||
| Account Director | Claire Kesby-Smith | ||||||||
| Account Manager | Thomas Grace | ||||||||
| TV Producer | Rita Gagliardi | ||||||||
| Marketing Manager | Nicolle Stanners | Diageo Australia | |||||||
| Snr Brand Manager | Kate Hill | Diageo Australia |
Category Sponsors
Beverages
