The Campaign

Smirnoff created the ‘I choose’ campaign to highlight the fact that it believes young adults should have the freedom to decide what they want in every sphere of life, a fact stemming from the truth about vodka. You can make it ‘your choice’ by choosing to drink it with a variety of different mixes. We were to look at fresh ways to deliver this message to existing customers in Indian market, where liquor advertising is restricted. We also needed to reach out to more young adults without having to invest in traditional expensive media.

Success of the Campaign

Since Mumbai is Smirnoff's biggest market within Maharashtra, a Mumbai-focused test marketing exercise, limited edition packs were distributed among the top 100 off-trade outlets. The total distribution of cases were made based on the average sales for a month. The pack sold out within 3 weeks translating to a 20% increase in sales for the month. Owing to this success, the client is considering launching the limited edition pack in outlets and duty-free shops across Mumbai. Over the coming year they will consider releasing in markets across the country.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Besides regular advertising and POS, we realized that there is no medium more direct than the bottle and packaging itself. We decided to engage our consumers further, from the moment they open the product. We created a Spin the Bottle board game in a pack. In India, truth and dare is combined with spin the bottle. This unique way of playing the game was incorporated into the design.