OBJECTIVE// Develop a campaign to show that the taste of Smirnoff Malt Mix Drinks (ready to serve) is like tasting a real mixed drink.

IDEA// Developed the idea through an IAT; Smirnoff Malt Mix Drinks taste so real, it’s like a bartender was in the fridge.

SOLUTION// Developed the strategy, print ads, digital campaign, sampling and consumer sweepstakes.

The series of ads included the introduction and seasonal ads to support the year-round campaign including the screwdriver variant launch.

In-store activation included a partnership with Redbox movie rentals to drive awareness and consumption occasions.