Smirnoff IMC Campaign

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