Pierre Smirnoff Company: Through The Bottle campaign
William BaueOverview
Until 1992 the packaging, advertising, and agency representation for Smirnoff vodka were "all over the place," according to Tim Dewey, vice president of international marketing for International Distillers and Vintners (IDV), which purchased the brand from Heublin, Inc., in 1987. Third parties owned the brand in numerous international markets, each with its own marketing strategy and agency representation. The U.S. market maintained stable ownership, but its advertising shifted emphasis constantly, a fact that renowned brand theorist David Aaker tacitly criticized in his book Building Strong Brands.Fourteen distinct ad...