Design consultancy: Design Bridge
Advertiser: Diageo

Executive Summary

MAKING THE MOST OF A SUMMERTIME LIMITED EDITION

Summer in the US is a key period for spirits innovation. Brands look to launch new products that will be a hit with consumers at summertime gatherings book-ended by the big holidays of Memorial Day, 4th July and Labour Day. For Smirnoff, limited editions play a key role in keeping the brand relevant and exciting for consumers - the summer season is a high peak when people enjoy the time of year in group gatherings and look for fun, easy options to help them entertain.

A DESIGN THAT PUTS A NEW TWIST ON AMERICANA

Smirnoff Red White and Berry (RW&B) has for the last three years been a cleverly targeted summertime limited edition that has connected with US drinkers as a unique take on the national colours of America. By referencing the colours in a slightly more subtle and playful way without overtly showing the flag, we were able to evoke a sense of patriotic pride in America that lasted the whole summer season. And across all our formats, a unique ice-effect varnish made RW&B look and feel frosted to further cue the season. RW&B is Smirnoff's fun nod to everything that's great about the summer season.