Challenge

The brand’s PR firm reached out to YES to develop a compelling and disruptive influencer kit for Smirnoff’s new flavored vodka set to launch during New York Fashion Week. Our challenge was to find the balance in communicating both functional and emotional benefits while driving editorial, inspiring women to embrace it as their new go-to drink and showcasing Smirnoff Sorbet Light as a category innovator.

Insight

Confectionary vodkas transformed the flavored vodka landscape and opened the floodgates of new consumer recruitment, targeting women who were quick to spread word via their social networks. Among the competitive set, Smirnoff had an opportunity to lead the way by redefining a new flavor experience with strategic positioning and a wow media and influencer launch kit.

Solution

We brought the product to fashion forward life with a raspberry, lace-up, peep-toed bootie, mounting it on plexiglass as a stand-alone statement and inserting a full size bottle of Smirnoff Sorbet Light as the centerpiece. We custom designed each element of the branded, flavorful, fashion “dream box” with matching three-flavor details, including snap enclosures, a co-promotion with three “flavors” of OPI nail polish (bottles included), a lipstick web key containing press and media product information.