Diageo: Smirnoff Raspberry Crush

Vodka brand Smirnoff capitalised on a thriving flavoured vodka market by creating a new look for its Raspberry Crush variant in Great Britain.

Executive Summary

"The agency took a bold and differentiated approach with the design of raspberry crush which has transformed our flavours performance. Changing the colour of the liquid, creating a vibrant & delicious design scheme and translating this to an impactful point of sale has transformed sales & made this our most successful flavour launch ever."

Hania Midura

Design and Visual Identity Director, Diageo North America

Description

Smirnoff is the world's most infamous spirit. From Russian Serf to the toast of Hollywood, no other vodka has lived through so much. Since its birth in 1864, Smirnoff has become the world's...

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