1. Shahd Aloufey
Mohammad Bokari
Lujia Chen
Kimberly Lindquist
Alex Molina

2. Introduction
Launched November 2011
Attempting to be an innovator in a
rapidly growing segment of market
Leveraged celebrity/socialite Amber
Rose
Fully integrated campaign targeted to
"young" men and women

3. Company Background
 Established in 1997
 Markets 17 of the top 100 premium distilled
spirit brands
 Leading premium spirits business in the
world by volume, net sales and operating
profit.

4. Company Background
North American market
Offices in 80 countries and 106
production facilities
25,000 employees worldwide
In 2012, Diageo reported 26 million
cases of Smirnoff sold and a worldwide
retail sales of 3.4 billions

5. Campaign Example
 https://www.youtube.com/watch?v=kIxYmdxo4UA

6. Campaign Example

7. Campaign’s Objective
Standing Out Strongly in the Flavored
Vodkas Market.
Rise the Awareness About Smirnoff’s
Innovation (Whipped and Fluffed).
The Two Rivals.

8. The Targeted Audience
Primary Target: Women.
Men, Why not? … Secondary Target.
Who are they?
Bachelorette Parties.
Guys Night Outs.
From 21-29 years old.

9. Why Amber Rose?
Vibrant Celebrity.
Aspired Example for the Targeted Age
Group.
The concept of the Two Sides (Sassy &
Sweet).

10. What About The Numbers?
Leading Position in Flavored Vodkas in
2011.
Whipped Cream Smirnoff Vodka is the
3rd Largest Flavor.
Sales For Diageo in the U.S Has
Increased by 6% With the Lead to
Smirnoff.

11. Negative Criticism

12. Overall Assessment &
Conclusion
Small Campaign with Impact in a
Rapidly Growing Segment
Marketing Brilliance Award for
"Innovation" for Whipped and Fluffed
Minor Backlash for Youth Target, with
Overly Sexual Imagery
Market Continued to Grow in 2012, and
Smirnoff is a Known Player and Leader