Team 6
Madison Bell
Rebecca Borrego
Mo Camacho
Michelle Long
Principles of Advertising
Summer B 2011
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TABLE OF CONTENTS
Brand Equity....................................................................................................................Page 4-7
Brand Heritage....................................................................................................Page 4-5
Brand Representative..........................................................................................Page 5
Brand Identifiers..................................................................................................Page 6
Brand Essence......................................................................................................Page
7
Business Description..........................................................................................................Page 8
Situation Analysis- SWOT...................................................................................................Page
9
Brand Personality...............................................................................................................Page 10
Target Consumer...............................................................................................................Page 11
Competitior Map.................................................................................................................Page 12
Value Proportion................................................................................................................Page 13
Poitioning Statement..........................................................................................................Page 14
Creative Work Plan…………………………………………………………………………………………………….Page 15-16
Purpose of Advertising…………………………………………………………………………………...Page 15
Who is the Advertising Addressed to? ……………………………………………………………Page 15
Major Selling Ideas………………………………………………………………………………….………Page 16
Media to be Used…………………………………………………………………………………………….Page 16
Ads to be Created………………………………………………………………………………….….…….Page 16
Brand Map…………………………………………………………………………………………………………...…….Page 17
Campaign Theme………………………………………………………………………………………………….…….Page 18
Rationale of Campaign……………………………………………………………………………………………….Page 18
Campaign Executions……………………………………………………………………………………………….Page 19- 22
Advertismet Idea #1……………………………………………………………………………….…….Page 19
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Advertismet Idea #2…………………………………………………………………………………….Page 20
Advertismet Idea #3………………………………………………………………………………….…Page 21
Advertismet Idea #4…………………………………………………………………………………….Page 22
Promotional Support……………………………………………………………………………………………….Page 23
Promotion Idea #1……………………………………………………………………………………….Page 23
Promotion Idea #2……………………………………………………………………………………….Page 23
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BRAND HERITAGE
What made the brand famous?
The product that originally made this brand famous was the Classic Smirnoff vodka.
 The Smirnoff brand began with a vodka distillery founded in Moscow by Pyotr
Arsenievich Smirnov in 1860.
 It was the first to use the charcoal distillation process.
 First to utilize newspaper ads along with charitable contributions to the clergy to stifle
anti-vodka sermons
 It was known as Tsar’s favorite vodka, which increased its popularity immensely.
 Smirnov moved to Poland and started selling it with its contemporary French
translation, Smirnoff.
 Became very popular with Soviet soldiers in Germany, 1990.
 Smirnoff was first advertised in the Russian army stores and the officer’s messes were
renamed Smirnoff Clubs, serving 200 liters of Smirnoff a night. The Soviet forces became
the biggest market in Europe for Smirnoff outside the UK.
 The red label #21 is what branded the vodka as famous.
 At first, Smirnoff stood for rebellion, as it was the only vodka outside of Russia.
 Today vodka stands for adventure, perfection, thrill, and being unusual.
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What did it originally stand for?
Smirnoff originally stood for quality; being one of the best vodkas available in Russia in
the late 1800’s. It was awarded the Russian State’s Seal of Approval four times and the Tsar
recognized Smirnoff as a “Purveyor of the Imperial Court”
What does it mean today?
As time has progressed, its’ popularity has increased. Today, Smirnoff is the #1 selling
premium vodka in the U.S and the world (sold in over 130 countries). In 2009, Smirnoff No.21
was awarded the Double Gold medal in the San Francisco World Spirits Competition (the
highest honor).
BRAND REPRESENTATIVES
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BRAND IDENTIFIERS
What signals best identify the brand in consumers’ minds today?
The clear bottle, white letters “SMIRNOFF”, colored caps on every bottle best identifies
the brand in consumers’ eyes. As does the #21 red label is the Classic Vodka which is the most
common
 “Clearly Smirnoff.”
 “Smirnoff. Not the usual.”
 “He's clearly discovered Smirnoff.”
 “Pure perfection.”
 “Pure Thrill.”
 “There`s vodka and then there`s Smirnoff.”
 “The greatest name in Vodka.”
 “Smirnoff. Be there.” (currently on website)
 “Triple Distilled” (on bottles)
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BRAND ESSENCE
Smirnoff Vodka is the number one Russian Gold Seal Vodka.
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Business Description
Smirnoff is arguably the original branded vodka. It holds the world’s largest market
share which makes it a strong competitor in the vodka industry. Vodka was originally created in
Russia 900 years ago. It has become increasingly popular over the years, especially in the late
20th century. Over time, vodka has become one of the most popular spirits in the world.
The country’s current economic condition has not diminished sales, on the contrary,
according to Forbes.com, vodka sales are on the rise; over the last four years alone, sales have
gone up 15 percent. According to BusinessWeek.com vodka sales in stores have “topped $1
billion dollars in the last year, beating whiskey, rum and tequila.” Although consumers have
become more cost-conscious, brands are still competing to withhold their standards. Rather
than appealing as the most affordable brand, vodka companies are striving to keep up their
reputations. Smirnoff has continued to compete by selling twice as much as Absolut, a serious
competitor. In the last year Smirnoff’s sales increased by 5 percent (businessweek.com).
The Smirnoff brand offers many emotional benefits to the consumer. The Smirnoff
brand allows people to feel sophisticated, classy, accomplished, and adventurous. They feel
confident when they become a part of the Smirnoff brand because of its strong Russian
heritage. The brand allows a person to feel safe knowing when they purchase Smirnoff they
will be more than satisfied with the original Russian vodka. One of the brand identifiers, the
clear bottle, allows the consumer to see the purity, color, and consistency of the bottle.
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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
• Broad product line
• Number one provider of vodka in the world
• Product placement in movies (James Bond)
• Website- vibrant, interactive, depicts brand, and sells
product
• Leading brand internationally
• First to introduce charcoal filtration and continuous
distillation creating brand loyalty.
Weaknesses
• Reputation for being “cheap”
• Having a strong Russian history could
give off an "old" appeal
• Always a concern for alcohol abuse,
drunk driving, and alcohol poisoning
• 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
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• Absolut Vodka and several other new
competitors target same consumer base
• Increasing competition nationally and
internationally
• 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.
• Price wars between other brands
BRAND PERSONALITY
If Smirnoff Vodka were a person, it would be Jason Statham. He is uniquely classy, but
has an edgy side. He has an authoritative demeanor, and is respected and liked by most. He is
clean and classy, but should never be messed with. Smirnoff is original vodka, holding true to its
Russian Gold Standard. If the brand were a real person it would enjoy action movies such as
Bourne Identity, Transporter, Crank, or any other classic action films such as James Bond. It
would watch television channels such as FX and HBO, and Showtime. It would enjoy eyecatching advertisements, and a wide variety of music from House music to Alternative. Like
Jason Statham, Smirnoff’s personality is classic, yet contemporary; strong, respectable, and
original.
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TARGET AUDIENCE
Smirnoff’s target audience is the young, adventurous, free spirited person looking for a
good time. They are ambitious and driven, as their generation is transitioning from the party
scene to a more sophisticated and professional scene. They are the fun loving professionals. They
enjoy Smirnoff whether it’s a mixed drink at the bar, or on the rocks, at home after a long day of
work. They are business oriented during the day but still enjoy themselves at night. They have
the go-getter mentality and will stop at nothing. They drink Smirnoff because it is classic but
edgy.
The Smirnoff drinker is connected to the brand in terms of their evolving lifestyle. They
are maturing men and women between the ages of 25 – 35, from college graduates to young
professionals. They are single and socializing is a priority. They live in fast paced cities, as they
are striving to reach goals.
The media that this consumer typically uses is wireless electronics. They see more ads on
the internet or their smart phones, than anywhere else; but still enjoy reading magazines. They
are always updated in pop culture and social networking. They are the new generation of vodka
drinkers and Smirnoff is their vodka of choice. The Smirnoff drinker embraces the brand as
being classic, original and one of a kind.
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COMPETITIOR MAP
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VALUE PROPOSITION
Smirnoff vodka offers emotional benefits to its drinkers in a way that no other vodka
can. When an individual orders a “Smirnoff and Cranberry” from the bartender or offers a
house guest “Smirnoff on the rocks” rather than Sky or Ciroc they are portraying that, as a
vodka drinker, they enjoy the authentic Russian purity. They are confident that their vodka
ensures satisfaction in every sip, every time. Smirnoff also keeps the drinker to feel
sophisticated and educated in their choice of drink while still maintaining the adventurous feel.
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POSITIONING STATEMENT
To the vodka drinking free spirited professionals, Smirnoff is the original brand that combines
street-smarts with sophistication.
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Purpose of Advertising
The goal of advertising for Smirnoff vodka is to refresh brand familiarity and remind
vodka drinkers why Smirnoff is still the leading brand in the vodka industry. There are also some
vodka consumers who have the impression that Smirnoff is not a premium choice, Smirnoff
uses advertising to make this alcoholic beverage seem more desirable. Smirnoff also advertises
to let consumers know about new products available on the market.
Smirnoff expects consumers to react by choosing the Smirnoff brand over any other
vodka brand. The new advertising will create a type of ‘tribe’ for Smirnoff drinkers and create
another bridge of common interest between the after-work and road-warrior business person.
Who is the Advertising addressed to




25-35 year old
free spirited
vodka drinkers
professionals
Smirnoff’s target audience is the young, adventurous, free spirited person looking for a
good time. They are ambitious and driven, as their generation is transitioning from the party
scene to a more sophisticated and professional scene. They are the fun loving professionals.
They enjoy Smirnoff whether it’s a mixed drink at the bar, or on the rocks, at home after a long
day of work. They are business oriented during the day but still enjoy themselves at night. They
have the go-getter mentality and will stop at nothing. They drink Smirnoff because it is classic
but edgy.
The Smirnoff drinker is connected to the brand in terms of their evolving lifestyle. They
are maturing men and women between the ages of 25 – 35, from college graduates to young
professionals. They are single and socializing is a priority. They live in fast paced cities, as they
are striving to reach goals.
The media that this consumer typically uses is wireless electronics. They see more ads
on the internet or their smart phones, than anywhere else; but still enjoy reading magazines.
They are always updated in pop culture and social networking. They are the new generation of
vodka drinkers and Smirnoff is their vodka of choice. The Smirnoff drinker embraces the brand
as being classic, original and one of a kind.
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Major Selling Ideas
Smirnoff is different from other vodka brands because it when a consumer orders a
“Smirnoff in Sprite” rather than just a “well-vodka and sprite” or “Effon in Sprite” that customer
is making a statement that they enjoy the traditional Russian taste of true vodka over a vodka
brand distilled and filtered in a country that is not the founding place for vodka.



Russian Gold Seal
Arguably first branded vodka
Street-smarts
Media to be used
Smirnoff’s target market will be reached in the forms of road-side billboards, paper ads
in magazines and virtual advertisements on social network websites (ie: Facebook, Twitter,
Linkden) and smart-phone applications.
Ads to be created
Smirnoff will create full page paper advertisements in magazines such as GQ, Cosmo,
Maxim, and Sports Illustrated. Billboard graphics along high traveled interstates and virtual
advertisements on web pages like Facebook, Twitter, and Linkden.
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Brand Map
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Campaign Theme
Cold hands, warm soul.
Rationale of Campaign Theme
The Smirnoff campaign idea proposed is ‘Cold hands, Warm soul.’ The campaign theme
is a direct reflection of Smirnoff’s target market. This theme was favored because it reinforces
that the same Russian history of Smirnoff is also found at the core of each of each Smirnoff
drinker. The target consumer is the tough, free spirit, individual who enjoys a vodka drink after
work- or hell, even a beer. The aspect of this consumer we focus on is that even though they
have a calloused exterior they will always have a warm soul.
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Ad #1
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Ad #2
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Ad #3
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Ad #4
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Promotional Support
#1
A Smirnoff promotion to build brand equity is directed toward social media cites.
Participants will tag the Smirnoff page in a Facebook post or a Twitter tweet explaining a ‘Hot
and Cold’ situation relevant to today’s current events. The post/tweet will also name a credited
foundation dedicated to the occurrence. The post/tweet that Smirnoff finds the most creative
will be rewarded $100,000 to be used towards the foundation of choice.
The Icelandic volcanic eruption that occurred on May 22, 2011 would be an example of
a “Hot and Cold” situation. The foundation used could be the Carrefour Foundation, which
helps aids volcano victims.
Another example of the “Hot and Cold” irony would be the ice glaciers melting in the
European Alps. The foundation used could be The European Climate Foundation.
This promotional idea will improve Smirnoff’s brand equity by showing consumers that
Smirnoff cares about the events occurring around the world and wants customers to be aware
and understand what is happening also.
#2
The second promotional idea is designed to prompt the consumer to purchase Smirnoff
over another brand in order to increase chances of winning. In this promotion, the participant
will search for a code under the cap of any Smirnoff bottle purchased (Smirnoff Ice not
included). The participant can then go to Smirnoff.com to find out if the code is the winning
one. The customer with the winning code will receive an all-inclusive round- trip for the winner
and one guest to St. Petersburg, Russia.
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