1. Madison Bell
Rebecca Borrego
Mo Camacho
Michelle Long

2. History Founded in Moscow by Pyotr Arsenievich Smirnov in 1860
First to utilize newspaper ads along with charitable contributions to the clergy to stifle anti-vodka sermons
First advertised in the Russian army stores
Stood for rebellion, as it was the only vodka outside of Russia
Today stands for adventure, perfection, thrill, and being unusual

3. Situation Analysis Strengths Weaknesses Threats Opportunities
Distinct label and bottle
Variety of mixed drinks and flavours
Internationally known
One of the original vodkas from Russia, the country where vodka was created
Brand loyal customer base
Number one provider of vodka in the world
Product placement in movies (James Bond)
Leading brand internationally
Weaknesses
Reputation for being “cheap”
Having a strong Russian history could give off an "old" appeal
Positions itself to mostly a younger more ‘adventurous’ crowd may decrease market share.
In the U.S., Vodka is usually drunk in a cocktail not by itself which decreases potential sales.
Opportunities
Build upon Smirnoff’s strong global brand recognition
Emphasizing on Russian heritage as a differentiator
Having a true interesting history which mirrors the ‘adventurous’ positioning of the brand will help them differentiate from other brands
Threats
Absolut Vodka and several other new competitors target same consumer base
Increasing amounts of ‘fantasy’ advertising in Vodka (e.g. Absolut)
High-end ‘sophisticated’ brands competing with ‘intelligent’ positioning.
Losing brand loyalty due to competing brands becoming trendier.

4. Competitive Map Individualistic Drinker Grey Goose Effen Ciroc
Classic Design
Up & Coming
Sky
Stoli
Pinnacle
Absolut
Smirnoff
Three Olives
Social Drinker

5. Brand Personality

6. Positioning Statement
To the vodka-drinking free spirited professionals, Smirnoff is the original brand that combines street-smarts with sophistication

7. Brand Message Strategy Map
Advertising Objective: To make Smirnoff the obvious choice for hardworking business people.
Core Target Profile: The year old street-smart road warrior businessperson; after work.
THINK NOW/
DO NOW
DIFFERENTIATING
PROPOSITION
THINK IN FUTURE/
DO IN FUTURE
I heard Smirnoff is cheap so I would rather drink anything else.
Smirnoff: tough, original, expert, street-smart.
Smirnoff drinkers are my kind of folk.
In my heart, I am really Russian… and Smirnoff’s my vodka.
SUPPORT
The original Russian branded vodka.
TONE & MANNER
MANDATORIES
Expert, original, number 1, Russian.

8. Introduction
2 Magazine Advertisements
2 Virtual Advertisements

9. Campaign Theme ‘Cold hands, Warm soul’
Russian history of Smirnoff is also found at the core of each of each Smirnoff drinker
Even with a calloused exterior they will always have a warm soul.

10. Creative idea #1

11. Creative idea #2

12. Creative idea #3

13. Creative idea #4

14. Promotion Ideas Idea #1: Build Brand Equity
“Hot and Cold” situation/ foundation
Directed toward Facebook or Twitter
Example: The Icelandic volcanic eruption that occurred on May 22, 2011
Idea #2: Purchase Interest into Actual Sales
Look for code under the cap
Visit Smirnoff website and type in the code to find out if they are a winner
The winner will receive an all-inclusive round-trip for two to St. Petersburg, Russia

15. This is not a weapon so don’t use it as one.
Drink responsibly.