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• The campaign includes a new tagline, "We do we."
  • The work is centered around diversity and inclusion with a message focused on drinkers of various genders, ages, races, sexual orientations, and backgrounds.
  • The global campaign rolled out across channels such as TV, social, digital, and OOH, and it involved working with influencers.
  • Smirnoff is also investing in experiential activations at Pride events across cities including Houston, Chicago, and Seattle.
  • This is not the first time Smirnoff has focused on diversity; for example, in the past, it has teamed up with LGBTQIA+ influencer icons such as Laverne Cox.
  • However, this new work launches a more politicized and polarized world in which lots of brands are under attack from conservative politicians perturbed by "woke" marketing.
  • This is also not brand new for Smirnoff; it has also been criticized in the past for working with drag performer and activist Maxine LaQueene, who was removed forcibly from a TX state capitol protest.
  • The brand does not have an active partnership with LaQueene, but the two did work together on a promotional campaign last year.
  • However, Smirnoff is reportedly dedicated to its LGBTQIA+ fanbase.
• The brand  will likely:
  • Continue shifting strategy
  • Pursue additional influencer partnerships and experiential opportunities
  • Return to higher spend
  • Conduct additional agency reviews
• Target demographic: 
  • Gen-Z and millennials with a male skew

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