Were You There? The research behind the innovative and award-winning Smirnoff campaign

Lyn McGregor and Oscar Martinez
Flamingo and Diageo, USA


This is the story of the research behind the Award-winning Smirnoff's Nightlife Exchange Project, which helped return the Smirnoff brand to strong performance globally. The project used the online community and consumer co-creation workshops to mirror the reality of the proposed roll-out of the campaign, which has been described as one of the most innovative spirits campaigns in recent years by Adweek.

Readers will travel with us across Western developed markets to more emergent countries to gain insight into the challenges and opportunities of creating a meaningful and participatory global campaign across divergent cultures, learning about the need for 'in the moment' experiences for a target audience living in times of change.

The initial challenge