The Challenge

An alternative serve for a heritage spirit

The Solution

As the biggest vodka brand in the world, Smirnoff was on a mission to evolve the traditional ‘Vodka Soda Lime’ to be a tastier more distinctive drink. We have helped them create the ownable SMIRNOFF SODA FRUIT SMASH, by developing a serve strategy and a suite of tools to speak to the market at every consumer touch point.

Using this as a creative springboard, our campaign showed consumers & bartenders that by squeezing half of a citrus fruit made for a much tastier, low calorie drink perfect, for the ‘new release’, holistic occasion.

It is the best performing campaign for Smirnoff since 2012. By far.


Feel free to get in touch

We'd love to chat


07341101150 gemma.cutler-colclough@rpmltd.com