We Do We
As a leading brand in the vodka category, Smirnoff faces new challenges from emerging competitors, alcohol-free alternatives, and evolving consumer profiles. To sustain its leadership, the brand prioritizes engaging with Canada's next generation of drinkers. With an aging population, Smirnoff's marketing strategy focuses on connecting deeply with younger audiences by addressing their sense of disconnection in an increasingly fragmented world, thereby driving sales and reinforcing its position as the category leader.
Smirnoff is still the #1 vodka brand
69% of Gen Z use music to explore diverse cultures and experiences
Canada is a mosaic of distinct, but isolated, cultures based on a multitude of generations, ethnicities, languages, rituals, and experiences. Making Canada a challenging market to connect with audiences on a deeper level, understanding that priorities, interests, and thoughts vary drastically amongst the population. While the Canadian culture thrives on its diversity on many levels, the feeling of isolation and disconnection remain prevalent due the differences. And this is even truer for the younger generations, who are looking for community and meaning in their social interactions.
However, research and observation have shown that music has the power to bridge this divide. A universal art form transcending language and cultural barriers, music has the ability to reunite and reconnect people in profound and meaningful ways. Music opens individuals to new cultural experiences, communicates emotions through melodies and instruments, and fosters empathy and understanding.
Research shows that 69% of Gen Z use music to explore diverse cultures and experiences, making it a vital tool for connecting young Canadians with the Smirnoff brand.
Smirnoff identified music as the key to sparking collective engagement. This led to a strategic collaboration within the music industry, harnessing the power of a global sound to foster a sense of unity. By partnering with emerging artists across diverse genres who resonated with Smirnoff's brand vision and targeted demographic, the brand successfully amplified its reach and sense of community.
Execution
Identifying the right artists was a formidable challenge in the crowded landscape of emerging talent, fueled by the rapid rise of social media fame. Navigating this saturated industry demanded months of meticulous research and analysis. Ultimately, we discovered the ideal duo amid the overwhelming influx of talent: Leila, a Jamaican born artist is a transformative R&B singer and songwriter, and Isaac, a recording artist, audio engineer, and producer from Vancouver with a dedicated audience around the globe.
Inspired by the trend of mixing diverse music genres and using everyday items as instruments, Smirnoff challenged Leila and Isaac to craft their own tracks with Smirnoff products. This innovative task proved to be a formidable and creative endeavor.
Smirnoff then orchestrated a studio session to remix these tracks into a genre-bending collaboration. With their unique touch and Smirnoff’s support, Leila and Isaac's remixed tracks were launched as the must-have single of the summer. We positioned this groundbreaking musical fusion as the anthem of our campaign and partnered with leading platforms like Apple Music and Spotify to promote it as the definitive hit of the season.
This collaboration received widespread acclaim across Canada, with Smirnoff's role in uniting unique talents creating significant buzz among the 19+ audience on major platforms. We strategically leveraged Billboard Canada, Corus, and HypeBeast, key influencers in the industry and favorites among Gen Z, to promote the song and generate excitement for its release. Combined with highly targeted videos, social, amplification, OOH executions, artist lead content, and programmatic, we ensured that every Gen Z felt the power of “WE”.
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