Transcript
Shahd AloufeyMohammad Bokari
Lujia ChenKimberly Lindquist
Alex Molina
Introduction
Launched November 2011Attempting to be an innovator in a
rapidly growing segment of marketLeveraged celebrity/socialite Amber
RoseFully integrated campaign targeted to
"young" men and women
Company Background
Established in 1997 Markets 17 of the top 100 premium distilled
spirit brands Leading premium spirits business in the
world by volume, net sales and operating profit.
Company Background
North American marketOffices in 80 countries and 106
production facilities25,000 employees worldwideIn 2012, Diageo reported 26 million
cases of Smirnoff sold and a worldwide retail sales of 3.4 billions
Campaign Example https://www.youtube.com/watch?v=kIxYmdx
o4UA&feature=youtu.be
Campaign Example
Campaign’s Objective
Standing Out Strongly in the Flavored Vodkas Market.
Rise the Awareness About Smirnoff’s Innovation (Whipped and Fluffed).
The Two Rivals.
The Targeted Audience
Primary Target: Women.Men, Why not? … Secondary Target.Who are they?Bachelorette Parties.Guys Night Outs.From 21-29 years old.
Why Amber Rose?
Vibrant Celebrity.Aspired Example for the Targeted Age
Group.The concept of the Two Sides (Sassy &
Sweet).
What About The Numbers?
Leading Position in Flavored Vodkas in 2011.
Whipped Cream Smirnoff Vodka is the 3rd Largest Flavor.
Sales For Diageo in the U.S Has Increased by 6% With the Lead to Smirnoff.
Negative Criticism
Overall Assessment & Conclusion
Small Campaign with Impact in a Rapidly Growing Segment
Marketing Brilliance Award for "Innovation" for Whipped and Fluffed
Minor Backlash for Youth Target, with Overly Sexual Imagery
Market Continued to Grow in 2012, and Smirnoff is a Known Player and Leader
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