Objectives

SMIRNOFF has supported the LGBTQ community for several decades. In 2017, we were tasked to continue that support and reinforce Smirnoff's advocacy in the LGBTQ community with a focus around PRIDE.

The primary objective was to drive awareness of and continue to build upon the SMIRNOFF brand's long history of supporting the LGBTQ community by generating buzz and excitement through a series of strategic events, PR and social media efforts, beginning with the launch of the new LGBTQ bottle packaging and continuing through to the 2017 PRIDE Parade in NYC. The secondary objective was to re-inforce SMIRNOFF No. 21 as the quality vodka that is made for everyone to enjoy.

Strategy and Execution

SMIRNOFF took a multi-pronged approach to its 2017 SMIRNOFF No. 21 "Love Wins" campaign, which included a strategic integrated marketing plan across experiential, PR and social media.

• SMIRNOFF No. 21 "Love Wins" Bottles: To kick-off PRIDE in 2017, SMIRNOFF partnered with San Francisco-based photographer Sarah Deragon, the creator of the Identity Project, to co-create SMIRNOFF No. 21 "Love Wins" bottles and case packaging. Each bottle is unique, with its iridescent rainbow aesthetic and new LGBTQ SMIRNOFF logo; no two bottles are identical. Each bottle features different images of real love and real people. SMIRNOFF is donating $1 per bottle made, with a minimum of $260,000, to the Human Rights Campaign (HRC), America's largest organization working for lesbian, gay, bisexual, transgender and queer equality. The bottle unveil included a strategic PR and social media roll-out plan.
• SMIRNOFF No. 21 "Love Wins" Bottle Gifting: The brand continued launch momentum by gifting key players and supporters in the LGBTQ community with custom bottles with their photo on the bottle.
• SMIRNOFF No. 21 "Love Wins" Microsite: In addition to the bottles launch, SMIRNOFF is asking couples over the age of 25 to submit their photos to a microsite for the opportunity to be featured on the next bottle pack design in 2018. For every eligible photo submitted between May 23 and September 30, SMIRNOFF will donate an additional $1 per photo to the HRC (up to $10,000).
• NYC PRIDE Parade: Lastly, the brand ended the launch of SMIRNOFF No. 21 "Love Wins" with a float in the NYC PRIDE Parade to further demonstrate its commitment to the LGBTQ community and to garner awareness of the limited edition release.
• The HRC GALAs: SMIRNOFF is working closely with the HRC throughout the year by sponsoring the HRC GALAs across the country (roughly 28 events) where the SMIRNOFF No. 21 "Love Wins" bottles will be featured.

Results

The SMIRNOFF No. 21 "Love Wins" launch earned stories in top tier outlets including OUT, PRIDE, Star Magazine, OK! Magazine, Media Post, Get Out Magazine, The Spirits Business and more generating a total of 39 placements and 58.8MM impressions.

Additionally, the new packaging release itself, accompanied by the launch event at NYC's most iconic LGBTQ bar, custom bottle gifting and float in the NYC PRIDE Parade resulted in social media posts by celebrities including Chrissy Teigen, GiGi Gorgeous, Patrick Starr, Scotty Cunha, social media influencers including Girl with No Job, Allison Graham, Ashley Rose and general consumers. In total, SMIRNOFF's No. 21 "Love Wins" launch garnered 21.3MM impressions.

To date, more than 260,000 bottles were produced, and the first release of our limited edition bottles is on track to sell out. SMIRNOFF donated $1 for every bottle made, which means over one quarter of a million dollars has been donated. SMIRNOFF is also donating an additional $10,000 through a competition on the "Love Wins" microsite, where consumers are uploading their own images to feature on the website and potentially on the next bottle pack design in 2018.

Media