Smirnoff: Reinvent

This case study explains how Smirnoff, the vodka brand, introduced itself to a new generation of drinkers by igniting a conversation about young people's unspoken desires and rising aspirations in Thailand.

Smirnoff: Reinvent

Tanawat Chomtong

Campaign details

Brand owner: Diageo Moet HennessyLead agency: Ogilvy & Mather AdvertisingContributing agency: Geometry GlobalBrand: SmirnoffCountry: ThailandIndustry Spirits, liqueursChannels used: Events and experiential, Magazines - consumer, Online video , Packaging and design , Point-of-purchase, in-store, Print - general, unspecified, Social mediaMedia budget: Up to 500k

Executive summary

In a market dominated by whisky, as well as entrenched social habits that resisted behavioural change, Smirnoff had to navigate a difficult market territory in Thailand that required it to achieve two seemingly contradictory...

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