Smirnoff: Reinvent
Tanawat Chomtong
Campaign details
Brand owner: Diageo Moet HennessyLead agency: Ogilvy & Mather AdvertisingContributing agency: Geometry GlobalBrand: SmirnoffCountry: ThailandIndustry Spirits, liqueursChannels used: Events and experiential, Magazines - consumer, Online video , Packaging and design , Point-of-purchase, in-store, Print - general, unspecified, Social mediaMedia budget: Up to 500k
Executive summary
In a market dominated by whisky, as well as entrenched social habits that resisted behavioural change, Smirnoff had to navigate a difficult market territory in Thailand that required it to achieve two seemingly contradictory...