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...