Diageo (Ireland) – Say Smirnoff
Campaign Title Say SmirnoffBrand Diageo IrelandCategory A2 Beverages AlcoholicMedal SilverAgency Strategem Creative Solutions
SUMMARY
In Ireland, research showed that 80% of consumers did not differentiate between vodka brands, and bar owners were suffering following the introduction of the smoking ban. The Smirnoff Perfect Serve programme delivered a superior experience to consumers through bar staff training and cool bar expert stuff (see Figure 1). 'Say Smirnoff' visibility served as a direct call to action, integrated with ATL messages. The campaign gave consumers a...