BRAND STRATEGIST
AMANDA LAPIN
Smirnoff No 21
Smirnoff No 21 is the vodka that has no distinctive shelf position. It currently exists somewhere in the middle of being a premium and being a value brand. So, we created a campaign to show how Smirnoff No 21 is the brand that provides premium quality at the rate of a value brand.
Brandcenter Live Client Work
SMIRNOFF NO 21 LACKS A CONSISTENT SHELF POSITION
LEADING THEM TO NOT BE DESCRIBED AS A FULLY VALUE OR FULLY PREMIUM BRAND
Establish Smirnoff No 21 as the go vodka of choice for LDA Gen Zers
ASK
PROBLEM
Smirnoff No 21 currently can’t 100% be described as a fully value or fully premium vodka
Across several vodka shelves, the location of Sminoff No 21 is different. It is never always on the top or always on the bottom, it floats between the middle sections of the aisle.
RESEARCH TACTICS
We looked at vodka shelves in restaurants, liquor stores and online to see all of the locations Smirnoff No 21 would be placed
We started out with simple observation. From walking around Total Wine to sitting and looking at a restaurant bar or simply looking at vodka shelves online we were able to see how the shelving of the product was inconsistent. Social listening on Reddit then confirmed that even dedicated drinkers of the product had a hard time placing No 21 as being “premium” or “value.”
TARGET
LDA Gen Z Next Besters
Our Next Besters and Smirnoff No 21 are both alike with how they do not fit perfectly into one category.
These individuals crave high quality alcohol but, want it at a more affordable rate. Next Besters will research the top brands in every category through product reviews and asking others what their go to brand is.
When they find a brand that finally fits their quality standards they get stopped by one thing before purchasing——the price point. So, they opt for the “next best” option to not sacrifice quality for affordability.
INSIGHT
It is known that the higher up a bottle is on a shelf for alcohol, that it is better quality than the ones below it. This commonly known trait of the alcohol category led us to our insight of how people will often shop for alcohol with the price point being one of the main things that influences not only their shopping decisions but purchasing decisions as well.
People often equate higher priced alcohol as being a higher quality product
STRATEGY
Premium without the pricetag
SOLUTION
Cheers to What Matters
THE WORK
OUT OF HOME
STUNT/PHYSICAL ACTIVATION
PR DEBUT & SMIRLEADER COVERAGE
Team Members
Ross Atkinson (CW) | Hannah Kakish (CW) | Ethan Stamper (AD) | Amanda Lapin (ST)
My Role
Strategic Leadership, Qualitative & Social Listening Research, Creative Brief Development and Category Audit
