Smirnoff: The effect is shattering

The paper examines the long-term effectiveness of Smirnoff's advertising (since 1961/62 in the hands of Young & Rubicam) in maintaining the brand's dominant position in the vodka market.
Agency: Young & RubicamAuthor: Francesca Taylor

Smirnoff: The effect is shattering

INTRODUCTION

This paper aims to show the long-term effectiveness of Smirnoff's advertising in maintaining the brand's dominant position in the vodka market. Over more than a quarter of a century, Smirnoff's advertising has built and sustained a relevant and enduring personality for the brand that has succeeded in appealing to its core target audience of 18-30 year olds.

Among this young age group, fashionability, style and being 'of the moment' are important. Trends move quickly and one generation's tastes in these areas are not necessarily those...

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