Brief Explanation

We needed to catch vodka drinkers together and make them enjoy the Smirnoff experience. By getting a 750ml bottle, they could share a drink as well as share a laugh.

The Brief

Create buzz around an already popular vodka, Smirnoff, and make it top-of-mind at social hangouts.

How the final design was conceived

The idea came about by bringing together the world’s most popular party game and the world’s most popular vodka into one 750 ml Smirnoff vodka pack. The QR code on the board enabled youngsters to download the Smirnoff Playpod game on their phones as well. They could click and upload pictures of their friends and instantly share them on social media.

Indication of how successful the outcome was in the market

The limited edition Playpod test launched in one market sold out in a week. More orders poured in from different parts of the country, thanks to word of mouth. Fresh batches of the packs are slated for release in other key markets soon.