Branding Strategy of Smirnoff

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/