Making Smirnoff Matter more to men Low-end Vodka is essentially a mixer.
= When asked about Smirnoff, consumers said it was for girly drinks like Cosmos, Appletinis, and shots like Sex on the Beach.
(re)introducing
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authentic
drinking culture
Similar to other low-end vodkas, Smirnoff’s success has emasculated the brand. Smirnoff was ranked the #1 vodka by the NYT in a blind taste test beating out the top-shelf brands.
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Smirnoff is not considered one of the “nice” vodkas that you can drink straight.
Why it works
just wrote an article extolling the importance of drinking vodka neat and chilled.
Instead of creating new cocktails, which tend to fall in and out of style, we are (re)introducing a style of drinking which also happens to be the proper way of enjoying vodka.
Therefore, if there’s any vodka to drink straight, it’s Smirnoff.
It’s manly to drink liquor straight.
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Connect with men by
Authentic Red is a drink for real men that know how to drink vodka the real way. Vodka is not meant to be guzzled down with mixers and filled with ice. It’s sipped slowly. It’s not served in a shot glass or a martini glass. Instead, we’ll introduce branded glasses that are taller and skinnier, much like the glasses Russians use. And we’ll encourage consumers to store Smirnoff in the freezer, not behind the bar. Just the way Pyotr Smirnov intended hundreds of years ago.
Women are 2x more likely to drink vodka.
Men ages 21-26 have a wide drinking palate. In those short five years, their tastes range from bad beer to good beer to scotch to bourbon and maybe back to bad beer again. It’s important during this drink discovery phase that we introduce them to a more masculine way to drink vodka that will give them social currency among their friends. Authentic Red is not for everyone, but it is for them. And that is what gives it such distinction.
Because of its supreme mixability and easy taste, vodka has become more of a mixer than the anchor of a drink. That means that as the category originator, Smirnoff has been emasculated. We need to reintroduce the brand to young men as their palates are maturing.
In Russia and Eastern Europe, the authentic way to drink vodka is neat and chilled.
Smirnoff meets social media.
Given that there is a positive relationship between amount of alcohol consumed and text/Facebook messages sent, we recommend that Smirnoff offer the chance to brand the ‘texts from last night” through the use of special hashtags and numeric codes. No other brand has done this yet - let the World’s # 1 Vodka be the first to show it’s part of the party.
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earns you more authentic red Products To motivate consumers to use these hashtags we will reward them with more Authentic Red products.