Smirnoff: Unboxing Pink Lemonade

Chaivut Eiamvuthikorn, Praopilas Cheevakrianggrai, Marie Steiner

Beverage brand Smirnoff created an influencer campaign in Thailand to launch its Pink Lemonade product, drive brand affinity among young consumers and grow market share.

Campaign details

Brand: Smirnoff Brand owner: Diageo Entrant company: PHDIdea creation: PHD Bangkok Market: Thailand Sector: Spirits & liquors Media channels: Online video, Social media, Outdoor, Out-of-home Budget: Up to 500k

Executive summary

This campaign targeted 18-to-34-year-olds ready to enjoy their new normal life, using the right influencers with impactful content at the right moment. It won market share for a newly launched alcoholic ready to drink (RTD) in highly regulated market for alcoholic beverages where advertising was restricted.

Market background & objectives

Smirnoff...

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