Live Client: briefed and Judged by the Diageo Marketing team

The Client Ask
How do we get unfair share of attention among Legal Drinking Age (LDA) Gen Z in a crowded Ready-To-Drink category with Smirnoff ICE?

Phase 1: The Brief Phase 2: The Idea Phase 3: Executions

Phase 1

The Brief
Methodology
Secondary Research: Online articles and surveys
Social Listening: Reddit and TikTok
Survey: 19 responses (Click link to see the questions)
Background
Smirnoff Ice has been a youthful party staple for years. It holds a special spot in the mind of consumers since the ongoing “icing” trend that became popular in 2010 and set the tone for American college culture. But Diageo and Smirnoff Ice has made it known that this trend is against their marketing principals and they don’t condone the challenge (Food Republic, 2024).

This beverage is bottled and ready to be chilled, has a 4.5% ABV, 17 Unique Flavors, and it’s a premium malt beverage.
Objective
Brand Smirnoff Ice as the champion of counter culture.

Questions from survey that got us answers that helped build the idea
1. What stands out to you when choosing an alcoholic beverage?
2. When do you usually enjoy an alcoholic beverage?
3. What can make Smirnoff Ice better?
4. Is it easy to be yourself? Why or why not?
5. What are the benefits of being your authentic self?

Problem
Smirnoff Ice is often compared to canned seltzer drinks like White Claw, High Noon, and Truly. Instead of what they are most similar to craft beer, the most popular malted beverage in the world.

Findings

Craft beer drinkers account for 48% of total beverage alcohol drinkers.

(Beer & Brewer, 2024)

LDA Gen Z isn’t following the brewery craze

50% of non-craft beer drinking LDA says that flavor is the reason why

And LDA Gen Z are driven by flavor

(Inside Hook, 2024)

Gen Z is the most diverse generation in history and beer culture lacks diversity, originality, and self-awareness.

(Good Beer Hunting, 2023)

Target
The Conspiracists

Pigeons are really spies for the government? Beyonce is a part of the Illuminati? Is the Earth Flat?

Gen Z loves conspiracy theories. From listening to theorist podcasts, sharing their own theories, and adding on to theories that have been around for years.

Why, you may ask? Conspiracy theories are popular with Gen Z because they have grown up during many breaking news events that have questionable origins / conclusions. For example, 9/11, the COVID-19 pandemic, and the 2020 Presidential vote recount. It comes from not being able to trust the source. So, they try to make sense out of the unimaginable.

Insight
It feels good being appreciated for your transparent self, not who you pretend to be.

Strategy
Smirnoff Ice is the drink that refuses to conform.

Phase 2

The Idea

As Gen Z gets older, consideration to switching over to malt beverages (craft beer) will increase because of the lower ABV percentage compared to other spirits. Smirnoff Ice needs to catch them earlier before they fully convert to beer culture due to not knowing they had other malt beverage options. So we are going against beer culture in true conspiracy theory form to attract the attention of malt beverage drinkers who love flavor.

Smirnoff Ice’s campaign voice will be in the tone of them knowing “the real” about the biggest malt beverage craze, craft beer breweries. Through our fun hints and experiences, consumers will uncover it for themselves.

Phase 3

Executions

OOH and Social Media Announcement
Our launch will start with cryptic, ransom style Out-Of-Home posters that will be placed in Chicago, New York, and Los Angeles.

Smirnoff will post these three short videos to their Instagram account teasing the three locations of where Smirnoff Ice lovers can uncap the truth.

Additionally, Smirnoff’s followers will be directed to the link in the Instagram bio. The link will take them to the ConspirICEy landing page where they can learn more about the takeover.

Click Here to Play

Smirnoff Ice Brewery Takeover
Smirnoff will take over 3 breweries in 3 different cities & brew Smirnoff Ice for one day only. We chose cities that have a high Gen Z population and known craft brewery scenes.

Location 1: Golden Road Brewing, Los Angeles, CA

Location 2: Half Acre, Chicago, IL

Location 3: Evil Twin Brewing, Brooklyn, NYC

Smirnoff Ice Tasting
At the breweries the Smirnoff Ice flavors will be named for an incognito tasting. This way drinkers will have the chance to participate in a flavor guessing contest.

Legacy
This campaign allows Smirnoff Ice to live on as the beacon of truth and be known as the enemy of beer culture. This will help them stand out in a saturated market especially communications wise.

Team:
Reagan Tate (AD)
Maria Easton (AD)
Elijah Huston (CW)
Wanda Felsenhardt (XD)

My Role: Strategist
Competitor Analysis
Survey Curation
Creative Briefing
Secondary Research
Brand Positioning

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Contact: KLynnfranks@gmail.com