"SMIRNOFF is the world's number-one premium vodka brand, and it's important for us to communicate that in everything we do. In our continuous effort to assess our appeal, we recognized the need to update the SMIRNOFF image to make a contemporary statement about our portfolio of quality products. Consumers are more interested in premium brand attributes and our research reveals that our new look communicates to them this all important 'style' and 'quality' distinction."- Sharon Lichten, Smirnoff Brand Director.
Smirnoff Vodka is an iconic brand as many people all over the World recognise not only the brand but have tasted their drinks. Smirnoff has revamped the image of this iconic brand to reflect both the brand's Russian heritage and modern successes. The bottle is very creative and can almost be seen as being fashionable as the bottles features reflect broad shoulders something that is very much current in fashion design. The sharp colours used to represent all the different flavours and the logo draw inspiration from awards bestowed upon Pierre Smirnoff as an Official Purveyor of the Imperial Russian Court in the late 1880s.
http://www.smirnoff.com/en-us/main/drinks/cocktails/#product- U.S Smirnoff Products
CRAZY NIGHTS CAMPAIGN - http://www.smirnoff.com/en-us/main/bethere.aspx
“We see different people from different cultures not simply enjoying great nights-they're making them. From New York to Johannesburg to Bangkok, from intimate gatherings to concert halls, we've turned our camera on creative people around the world-hip hop artists, dancers, friends-creating extraordinary nights.”
These campaigns are interesting as they show case adults who are unique and different who enjoy dancing, signing showing off their talents no matter whom and what they are. The thing that joins them together is Smirnoff Vodka. The fact there are so many diverse people in this advert could represent the different flavours Smirnoff have to offer. Another way to look at the advert is that you need Smirnoff to have ‘An Extraordinary Night’ that you will never forget. Smirnoff Vodka is the choice of adults whether they are young or old enjoy socialising out with friends or at home having a quiet drink.