Agency: Young & Rubicam | Author: 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...