Smirnoff Pure: The Best Mixed Drink Start with Purity

Diageo's Smirnoff vodka brand was in decline in Australia, with the core group of 18–29 year old drinkers choosing cheaper brands.

Smirnoff Pure: The Best Mixed Drink Start with Purity

Agency: Leo Burnett Sydney

Advertiser: Diageo Australia

Author: Luke Atkinson

Total Campaign Expenditure:$2 – 5 million

Strategic communications challenge

Smirnoff Red – a brand under real pressure

Smirnoff Red is Vodka. First mass-produced in 1860, the first to begin advertising in the 1920s and with global distribution from the 1930s, it's the first world-wide vodka brand.

Smirnoff created the category and remains the No. 1 brand in Australia. However with the explosive growth of the category has come competition and fragmentation. Smirnoff now competes against up to...

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