Launching a new drinks product to create stand out in a cluttered market
Business Challenge: Support the launch of Smirnoff Infusions by chiming with the pre-existing ‘Made of Real’ ATL campaign creative, as a shorthand for the consumer and show how a central idea can grow TTL
Objective: Raise awareness of the new Smirnoff Infusions product and it’s real fruit-infused credentials. Create media buzz around the retail launch during the key Summer consumption period
Strategy: Unexpectedly bring the natural and the real to urban places as a contrast to show how Real is Better. Ensuring every Smirnoff Infusions campaign touchpoint is truly, naturally, Made of Real.
Solution: We created London’s first ‘Pick Your Own’ allotment party to launch the new drink at the Nomadic Gardens allotment in East London to launch Smirnoff’s Infusions fruity new serves. Celebrity guests, influencers and consumers were able to pick their own fruit garnishes to enjoy with the new Smirnoff Infusions serve.
Results: 6 celebrity guests, 150 consumer attendees, 23 pieces of coverage with 1.3BN OTS and 2.8M social reach