Smirnoff: Pink party

Smirnoff brought its Pink Lemonade flavour to the streets of Bangkok via a Pink "unboxing" Party with selected influencers to recruit young local ready-to-drink (RTD) drinkers and attain a 3.7% market share in the RTD category.

Campaign details

Brand: SmirnoffAgency: PHD ThailandRegion: APAC

Strategy

Objective

The primary objective was two-fold: to recruit young local RTD drinkers and attain a 3.7% market share in the RTD category from March to June 2022.

Target Audience

Thailand is a dark market for alcohol advertising which means limited use of traditional media channels. As a result, we had to get extra creative in accessing our audience while representing the brand values. And the situation was more difficult for the Alcohol/RTD market during lockdown when people consumed less and turned to local brands instead. Smirnoff RTD's...

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