Diageo - Smirnoff
Brief
MAKE SMIRNOFF 21 CULTURALLY RELEVANT FOR LEGAL DRINKING AGE 21- 29YO “INFLUENTIAL VOICES“
Insight
Consumers are more informed and hungry for connections with brands that fiercely, unapologetically uphold their shared values.
Idea
Give GenZ the opportunity to meet Smirnoff through multifaceted movement makers that amplify Smirnoff's legacy.
Execution
Smirnoff 21 brings the people together for unique cocktail experiences with our experiential events and Skillshare courses in collaboration with our influencers.
Role
Research, strategy, influencer drink design.
Timeline
12/21 - 02/22
Everyone brings a different ingredient to the party. Smirnoff is versatile enough to bring everyone together
To bring GenZ up to speed with Smirnoff’s rich identity, I instinctually drew on my decade+ of social justice work to define who our moment makers are. We chose multifaceted influencers to share Smirnoff's rich heritage through tasty ingredients, all brought together by Smirnoff21. These influencers connect with Smirnoff’s history of having to be triumphant and authentic through social and political struggle.
Meet the Movement Makers
Ericka Hart self identifies as a kinky, poly, cancer-warrior, activist and sexuality educator. Ericka used her cancer diagnoses as an opportunity to open up a robust discourse connecting sexual health and wellness to the systemic issues at the root of social injustice.
I put my social justice and digital communications experience in action here. I chose each movement maker, created the drinks inspired by their lives and designed some visuals to bring my concepts home.
For Ericka, we figured a Spicy Vodka Lemonade would be perfect for an unapologetic disruptor who made lemonade out of lemons.
Brettman Rock is a Filipino beauty influencer and social media personality based in Honolulu, Hawaii. 2021. Bringing his culture with him wherever he goes, living his authentic truth has led Bretmann to become the first openly gay man on the cover of playboy, recognized by Time magazine among the 30 Most Influential Teens and more.
For Brettman we decided on a pandan martini, taking a traditional Thai dessert
and adding an unapologetic twist.
Chella Man is a deaf genderqueer trans Masculine Chinese Jewish-American Artist and Author. His motto is "be your own representation". He is signed as the first deaf and trans masculine model with IMG Models, Has given talks all over the country on the intersections of art, disability, queerness, race and healing. and more.
For Chella Man we have a lovely Lychee Shana Tova Cocktail, fusing flavors from his Chinese and Jewish background to celebrate new beginnings.
We know GenZ really values experiences, so what better way to connect these exciting Smirnoff blends than with intimate and exclusive custom activations featuring these amazing drinks.
Thinking about the life cycle of this campaign, we want to keep folks coming back for more. We decided to provide an intimate and tactile way to experience the drinks from the Smirnoff ID campaign with the bottle and the box.
