In recent years vodka has become closely associated with high-priced bottled service, intimidating bouncers, and brand snobbery.
Now, Smirnoff and MDC Partners' creative agency 72andSunny are launching "Exclusivity for Everybody," a new global campaign to convey how vodka, at its core, has always been the drink of the people; approachable and accessible for everyone.
"We wanted to bring a fresh voice to vodka and break through some of the exclusive characteristics the category has come to be associated with," said Dan Kleinman, U.S. Brand Director, Smirnoff. "Smirnoff was created to be enjoyed by everyone, from Czars and Hollywood stars to you and your friends in the bar down the street. We want to celebrate that we're there for good times, wherever and however they occur."
"Exclusivity for Everyone" centers around a digital film and six 30-second spots that depict "The Party," which tells the story of two friends--played by actor Adam Scott and actress Alison Brie--as they plan and host a party.
Created by 72andSunny's Amsterdam and New York offices, the fully integrated campaign runs across media including: broadcast, out of home, digital, and social media.
While remaining rooted in promoting responsible drinking, the new campaign celebrates the brand’s belief that exclusivity for few is less fun than good times for all. For instance, one spot, “Ride Home”, illustrates the importance of getting home safely.
A national partnership with Spotify invites those over age 21 to submit their favorite house-party track for the chance to win one of four house parties thrown in their hometown. Other prizes include a three-month premium Spotify membership.
Although Smirnoff parent company Diageo, owner of brands Johnnie Walker, Crown Royal, and Baileys, declined to break out ad spend by category, the company reports total marketing increased as a percent of sales to 15.7% last year. U.S. spending on Smirnoff is estimated at $20-$30 million.
The new campaign comes at a challenging time for Smirnoff. The brand has been losing share in an extremely competitive category and as rival brands continue to discount prices. Last August, 72andSunny, part of MDC Partners, was awarded global creative duties for the alcohol brand after Diageo put the account in review. Previously, JWT, a unit under WPP, had handled the account for 14 years.