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Madison Bell Rebecca Borrego Mo Camacho Michelle Long

Madison Bell Rebecca Borrego Mo Camacho Michelle Long . 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

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Madison Bell Rebecca Borrego Mo Camacho Michelle Long

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  1. Madison Bell Rebecca Borrego Mo Camacho Michelle Long

  2. History • Founded in Moscow by PyotrArsenievich 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

  4. Competitive Map Individualistic Drinker Grey Goose Effen Ciroc Classic Design Up & Coming Sky Stoli Pinnacle Absolut Three Olives Smirnoff 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 25-35 year old street-smart road warrior businessperson; after work. THINK NOW/ DO NOW DIFFERENTIATING PROPOSITION THINK IN FUTURE/ DO IN FUTURE 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. I heard Smirnoff is cheap so I would rather drink anything else. SUPPORT The original Russian branded vodka. MANDATORIES TONE & MANNER 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.

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