Piotr Smirnov founded his vodka
distillery in Moscow around 1850. Smirnoff vodka is the world's
best-selling spirit, and the biggest brand by volume in the cabinet of drinks
giant Diageo. It is sold in more than 130 countries worldwide.
The main brand is Smirnoff Red
Label, now officially re-branded in most markets as Smirnoff No 21. All other
variants also have their own number, such as higher alcohol variant Smirnoff
Blue Label (Smirnoff No 57) and super-premium small-batch Smirnoff Black Label
(No 55).
Smirnoff also markets several
ready-to-drink cocktail variants in both single-serve and full bottle
forms. The most successful of these has been Smirnoff Ice, which proved a
massive hit in several world markets, most significantly the US between 2001
and 2003.
Between 1874 and 1897 it won numerous awards for
quality and variety at international exhibitions. In 1978, Smirnoff became the
number one spirit brand in the US. Smirnoff 'Red' is the world's leading
international premium vodka and second best-selling spirits brand. However,
Smirnoff has developed many variations on the vodka theme.
The Smirnoff brand owner uses only the highest
quality raw materials in its production process. The process includes a triple
distillation, a filtration process that lasts a minimum of eight hours and 47
individual quality control checks. It is this process that has set Smirnoff
apart from other vodkas, securing and sustaining customer confidence in the
consistent premium quality of Smirnoff vodka.
The 'Pure Thrill' campaign was the first truly
global spirits advertising campaign. The campaign, which was a huge success,
consisted of a series of conventional images that were distorted transformed
into something slightly different as a result of being viewed through the lens
of a Smirnoff bottle. The campaign was developed across a global network of
agencies and its various executions have since won over 50 advertising awards.
The Smirnoff brand's huge international success
is in part due to values that can be successfully described and translated into
any language. The core brand
values of Smirnoff are freedom, originality and versatility.
Smirnoff is breaking a new global campaign today that seeks
to restore some levity to the category. With the tagline "Exclusively for
Everybody," ads use humor to mock the social exclusivity and
pretentiousness that Smirnoff executives say has overtaken the category.
Smirnoff wants to take a "fresh point of view" that highlights the
brand's positioning as great quality vodka for the masses.
There
are many competitors with competitive price so they should deals with lower
price and Offers different tests with more flavors. They can organize different
parties and offer their vodka there through which there brand awareness will be
increased. They should offer some special facilities to their loyal customers.
References
http://www.adbrands.net/uk/smirnoff_uk.htm
http://adage.com/article/cmo-strategy/smirnoff-s-campaign-touts-vodka-masses/292549/
http://www.smirnoff.com/en-us/
References
http://www.adbrands.net/uk/smirnoff_uk.htm
http://adage.com/article/cmo-strategy/smirnoff-s-campaign-touts-vodka-masses/292549/
http://www.smirnoff.com/en-us/
