Headache:
Smirnoff is a true global brand and the world's most preferred vodka with a storied history of being culturally relevant around the globe. However, over time the brand lost its global focus and its position as the brand of originality. How do you reclaim your rightful place as the original brand of nightlife when you've been overshadowed by trendier competitors?
wow moment:
Unite the world's nightlife in originality. Create a movement called "Be There"—a calling to bring your originality and make the extraordinary happen. Stop being a passive observer of nightlife and start being the creator of it. The brand doesn't make the night—you do. Smirnoff just makes sure you're there.
execution:
Launched a global campaign with a single rallying cry: Be There.Put consumers at the center of the diversity of the world's nightlife experiences. Showcased nightlife from every corner of the globe—not just one city's scene. Challenged people to stop scrolling and start showing up. Positioned originality as action, not attitude. Made "being there" the ultimate expression of living authentically.
activation:
Created a worldwide movement that turned showing up into a badge of honor, uniting global nightlife culture under one original idea.
here's the skinny:
Made FOMO a global rallying cry.
