Smirnoff - UGGO não

In 2007 Smirnoff needed to do a communications effort to demonstrate to the Brazilian public opinion that it cared about responsible drinking while at the same time not damaging the 'Pure Possibilities' campaign, which was aimed at young people.

Smirnoff – UGGO não

Category: Social Strategy

SUMMARY

Doing what your buddy would do.

In 2007 Smirnoff needed to do a communications effort to demonstrate to the Brazilian public opinion that it cared about responsible drinking. However, the brand was undergoing a repositioning process aimed at building a more emotionally-driven relationship with young consumers. Airing a campaign that was not in line with this goal, and that touched on a rejected issue, could become a hindrance to our positioning.

In order to not only meet these needs but also to effectively promote a change in the behavior of young people...

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