Off-Premise Sell Sheet
INTRODUCING SMIRNOFF®
PREMIUM MIXED DRINKS
SIGNATURE SCREWDRIVER
Available November 2011
THE SITUATION
The PAB Category Leads Malt Beverage Growth
• The PAB category represents over $1 Billion in retail sales and is
posting double-digit value and volume growth.¹
• Diageo PAB Innovation has contributed ~$26MM in sales in the latest
52 weeks, accounting for 16% of overall PAB value growth.¹
SMIRNOFF® Premium Malt Mixed Drinks (PMD)
Revolutionized Category in ‘10
• Launched in 2010, SMIRNOFF® Premium Mixed Drinks introduced
consumers to real mixed drink taste with the convenience of beer
• SMIRNOFF® Premium Mixed drinks leverages special technology to
replicate mixed drink experience.
SMIRNOFF® Premium Mixed Drinks Grew the PAB Category
• SMIRNOFF® Mixed Drink growth was +88% incremental to the business – a number that is considered
exceptional within CPG².
• All SMIRNOFF® PMD flavors were a Top 5 (IRI) and in year 2 are still at the Top! Blueberry & Lemonade (#2),
Cranberry & Lime (#4), Classic Lemonade (#11), 12 Bottle Variety Pack (#6).¹
THE IDEA
• Introduce NEW SMIRNOFF® Premium Mixed Drinks Signature Screwdriver, with the
quality and refreshing taste of a cocktail classic, but with the format and
convenience of a beer.
Winning Concept & Winning Liquid
• SMIRNOFF® PMD Signature Screwdriver
proprietary juice flavor technology
provides a “juicier” mouth-feel³.
• Concept scores beat competition and
improved after tasting incredible liquid!³
BEFORE TASTING AFTER TASTING
SCREWDRIVER
TARGET CONSUMERS SCREWDRIVER
Purchase Interest
(Def/Prob Buy)
68%
84%
Overall Liking
(Mean 9 Pt Scale)
7.2
7.7
After Tasting Liquid
- Purchase Interest
& Liking Improved!³
1. IRI Total US F/D/C – Latest 52 Weeks Ending June 12, 2011; 2. Cannibalization Study & IRI Data; 3. Quant Research March ‘11. Study Markets Chicago, Daytona, Las Vegas Minneapolis, St. Louis,
Tucson
HOW IT WORKS
Screwdriver TV Spot
Point-of-Sale
Build Awareness
Convert at Retail
Fully Integrated Communications Plan:
• +$7MM dedicated to TV and Digital advertising.
• Heavy-up sampling (where legal), POS, coupons and social
media to create awareness and drive sales!
• Both TV creative and Point-of-Sale materials will feature
“Fridgetender”, building awareness at home and
converting at retail.
CONSISTENT
MESSAGING
Shelf Placement Suggested Guidelines
Support Materials:
Case Card, Case Tucker, Cooler
Door Decal, Shelf Strip, Shelf
Talker, Standee, Base Wrap,
Pennant String, Inflatable
Hanging Bottle, Floor Decal
(English), Mass Display, 6 Case
Wire Rack, Case Stacker
• SMIRNOFF® PMD Signature Screwdriver should be blocked
with the SMIRNOFF® PMD family of brands at eye level on shelf.
Drive Trial with
12 Bottle Variety Pack
• The Variety Pack is a proven off-premise proposition
to sample target consumer with multiple flavors.
• Features 3 bottles of NEW SMIRNOFF® Signature
Screwdriver plus 3 bottles each of the top selling
Cranberry Lime, Blueberry Lemonade and
Classic Lemonade.
KEY BENEFITS
NEXT STEPS
• A NEW premium mixed drink offering, with the
convenience and format of beer.
• Consumers love the concept and the liquid.
• Fully integrated launch plan and formats will build
awareness and drive trial at retail.
• Target displays in high-traffic areas during key months
leading up to TV advertising.
• Utilize the wide-range of POS and coupons to build
awareness and drive trial purchase.
ORDER TODAY AND OFFER YOUR CUSTOMERS A FLAVORFUL
NEW WAY TO ENJOY A SCREWDRIVER
SMIRNOFF® Signature Screwdriver
Bottle UPC
SMIRNOFF® Signature Screwdriver
Shipper UPC
SMIRNOFF® Signature Screwdriver
6-Pack Carrier UPC
Case Per Tier
Tiers Per Pallet
Cases Per Pallet
Case Weight (Ibs)
Full Pallet Weight (Ibs)
Case Dimensions (Inches)
Case Length
Case Width
Case Height
Bottle Dimensions (Inches)
Bottle Width
Bottle Height
12
6
72
32
2,323
15.250
10.375
8.750
2.376
8.359
PLEASE DRINK RESPONSIBLY
SMIRNOFF Premium Malt Mixed Drinks Flavored Malt Beverage. ©2011 The Smirnoff Co., Norwalk. CT