Madison Bell
Rebecca Borrego
Mo Camacho
Michelle Long
History
• Founded in Moscow by Pyotr
Arsenievich Smirnov in 1860
• First to utilize newspaper ads
along with
charitable contributions to
the clergy to stifle antivodka sermons
• First advertised in the Russian
army stores
• Stood for rebellion, as it was the
only vodka outside of Russia
• Today stands for adventure,
perfection, thrill, and being
unusual
Situation Analysis
Strengths
• Distinct label and bottle
• Variety of mixed drinks and flavours
• Internationally known
• One of the original vodkas from Russia,
the country where vodka was created
• Brand loyal customer base
• Number one provider of vodka in the
world
• Product placement in movies (James
Bond)
• Leading brand internationally
Weaknesses
• Reputation for being “cheap”
• Having a strong Russian
history could give off an "old"
appeal
• Positions itself to mostly a
younger more ‘adventurous’
crowd may decrease market
share.
• In the U.S., Vodka is usually
drunk in a cocktail not by
itself which decreases
potential sales.
Threats
Opportunities
• Build upon Smirnoff’s strong global
brand recognition
• Emphasizing on Russian heritage as a
differentiator
• Having a true interesting history which
mirrors the ‘adventurous’ positioning
of the brand will help them
differentiate from other brands
• Absolut Vodka and several other
new competitors target same
consumer base
• Increasing amounts of ‘fantasy’
advertising in Vodka (e.g. Absolut)
• High-end ‘sophisticated’ brands
competing with ‘intelligent’
positioning.
• Losing brand loyalty due to
competing brands becoming
trendier.
Competitive Map
Individualistic Drinker
Effen
Grey Goose
Ciroc
Classic Design
Up & Coming
Sky
Stoli
Pinnacle
Absolut
Smirnoff
Three Olives
Social Drinker
Brand Personality
Positioning Statement
To the vodka-drinking free spirited
professionals, Smirnoff is the original brand
that combines street-smarts with
sophistication
Brand Message Strategy Map
Advertising Objective: To make Smirnoff the obvious choice for hardworking business people.
Core Target Profile: The 25-35 year old street-smart road warrior businessperson; after work.
THINK NOW/
DIFFERENTIATING
THINK IN FUTURE/
DO NOW
PROPOSITION
DO IN FUTURE
I heard Smirnoff is cheap so I
would rather drink anything
else.
Smirnoff: tough, original,
expert, street-smart.
SUPPORT
Smirnoff drinkers are my
kind of folk.
In my heart, I am really
Russian… and Smirnoff’s my
vodka.
The original Russian branded vodka.
TONE & MANNER
Expert, original, number 1, Russian.
MANDATORIES
Introduction
2 Magazine Advertisements
2 Virtual Advertisements
Campaign Theme
• ‘Cold hands, Warm soul’
• Russian history of Smirnoff is also
found at the core of each of each
Smirnoff drinker
• Even with a calloused exterior
they will always have a warm
soul.
Creative idea #1
Creative idea #2
Creative idea #3
Creative idea #4
Promotion Ideas
• Idea #1: Build Brand Equity
– “Hot and Cold” situation/ foundation
– Directed toward Facebook or Twitter
– Example: The Icelandic volcanic eruption that occurred on
May 22, 2011
• Idea #2: Purchase Interest into Actual Sales
– Look for code under the cap
– Visit Smirnoff website and type in the code to find out if
they are a winner
– The winner will receive an all-inclusive round-trip for two
to St. Petersburg, Russia
This is not a weapon so don’t use it as one.
Drink responsibly.