Smirnoff is the number one selling vodka nationally and internationally.
It is made in the United States using an old Russian recipe.
This campaign was created and submitted to Smirnoff Marketing North America
as spec work and was well received.
"Imitation is the
Without dating the campaign itself it should be noted that the work was created pre Y2K. Yes, I did update a few images, but the reason for including the campaign on the site is my sincere feeling that the campaign was on strategy. There is evidence of other product campaigns having similar concepts that came out after this campaign was created.
The core message is "what is old is new again, you have more in common with the greatest generation than you think." The terms 'alternative' and 'retro' were in vogue. Fashion came full circle and so did golf as an activity. The campaign art direction used grainy black and white photos that were roughly cut and positioned next to color images to set the old and new in sharp contrast.
A feature/benefit of the campaign includes vodka recipes such as gimlets, bloody marys and tonics.