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

This paper outlines the qualitative research design behind the award-winning global Nightlife Exchange Project from Diageo-owned vodka brand Smirnoff.

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

Lyn McGregor and Oscar MartinezFlamingo 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.

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