Madison BellRebecca Borrego

Mo CamachoMichelle Long

History • Founded in Moscow by Pyotr Arsenievich Smirnov in 1860

• First to utilize newspaper ads along with charitable contributions to the clergy to stifle anti-vodka sermons

• First advertised in the Russian army stores

• Stood for rebellion, as it was the only vodka outside of Russia

• Today stands for adventure, perfection, thrill, and being unusual

Situation AnalysisStrengths• Distinct label and bottle • Variety of mixed drinks and flavours• Internationally known• One of the original vodkas from Russia,

the country where vodka was created• Brand loyal customer base• Number one provider of vodka in the

world• Product placement in movies (James

Bond)• Leading brand internationally

Weaknesses• Reputation for being “cheap”• Having a strong Russian

history could give off an "old" appeal

• Positions itself to mostly a younger more ‘adventurous’ crowd may decrease market share.

• In the U.S., Vodka is usually drunk in a cocktail not by itself which decreases potential sales.

Opportunities• Build upon Smirnoff’s strong global

brand recognition• Emphasizing on Russian heritage as a

differentiator• Having a true interesting history which

mirrors the ‘adventurous’ positioning of the brand will help them differentiate from other brands

Threats• Absolut Vodka and several other

new competitors target same consumer base

• Increasing amounts of ‘fantasy’ advertising in Vodka (e.g. Absolut)

• High-end ‘sophisticated’ brands competing with ‘intelligent’ positioning.

• Losing brand loyalty due to competing brands becoming trendier.

Competitive Map

Effen

Sky

Stoli

AbsolutSmirnoff

Grey Goose Ciroc

Pinnacle

Three Olives

Social Drinker

Classic Design

Up & Coming

Individualistic Drinker

Brand Personality

Positioning StatementTo the vodka-drinking free spirited professionals, Smirnoff is the original brand that combines street-smarts with sophistication

Brand Message Strategy MapAdvertising Objective: To make Smirnoff the obvious choice for hardworking business people.

Core Target Profile: The 25-35 year old street-smart road warrior businessperson; after work.

THINK NOW/

DO NOW

DIFFERENTIATING

PROPOSITION

THINK IN FUTURE/

DO IN FUTURE

I heard Smirnoff is cheap so I would rather drink anything else.

Smirnoff: tough, original, expert, street-smart.

Smirnoff drinkers are my kind of folk.

In my heart, I am really Russian… and Smirnoff’s my vodka.

SUPPORTThe original Russian branded vodka.

TONE & MANNERExpert, original, number 1, Russian.

MANDATORIES

Introduction2 Magazine Advertisements

2 Virtual Advertisements

Campaign Theme• ‘Cold hands, Warm soul’

• Russian history of Smirnoff is also found at the core of each of each Smirnoff drinker

• Even with a calloused exterior they will always have a warm soul.

Creative idea #1

Creative idea #2

Creative idea #3

Creative idea #4

Promotion Ideas

• Idea #1: Build Brand Equity– “Hot and Cold” situation/ foundation– Directed toward Facebook or Twitter – Example: The Icelandic volcanic eruption that occurred on May 22,

2011

• Idea #2: Purchase Interest into Actual Sales– Look for code under the cap– Visit Smirnoff website and type in the code to find out if they are a

winner– The winner will receive an all-inclusive round-trip for two to St.

Petersburg, Russia

This is not a weapon so don’t use it as one.

Drink responsibly.