Web of Infamy| Smirnoff

This is no fairytale. It’s the true story of how Smirnoff became the world’s number one vodka. It exposed all 155 years of deception, revolution, exile, bankruptcy, and resurrection with an evidence wall on Instagram. 

A peek inside the brand’s illustrious past, littered with secrets hidden within videos, images, carousels, and gifs waiting to be uncovered. Things no brand would ever admit to.

Agency:  72andSunny New York

Client: Diageo

Country: United States

Infamous Since 1864| Smirnoff

 

Agency: 72andSunny New York

Client Diageo/Smirnoff / Diageo

Country: United States


Every brand has secrets that they’d rather not reveal, but often this is part of what makes them unique. So, facing a crowded vodka market, Diageo did the most mischievous thing it could think of. It told the cold, hard truth. This global campaign shared the story of deception, revolution, exile, and resurrection, of deliciously mischievous characters and original concoctions. It helped reverse a decade-long decline in Smirnoff sales, leading to growth for the for the first time in 10 years