SMIRNOFF SPIN THE BOTTLE BOARD GAME PACKAGING by J. Walter Thompson Mumbai for Smirnoff

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SMIRNOFF SPIN THE BOTTLE BOARD GAME PACKAGING

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Industry Vodka
Media Print, Magazine & Newspaper
Market India
Agency J. Walter Thompson Mumbai
Photographer Tejal Patni, Shekhawat Himmat
Released September 2011

Credits & Description

Category: Alcoholic Drinks
Advertiser: DIAGEO
Product/Service: SMIRNOFF
Agency: JWT
Chief Creative Officer: Bobby Pawar (JWT)
National Creative Director: Tista Sen (JWT)
Vice President/Senior Creative Director: Tina Sachdev (JWT)
Senior Creative Director: Mohan Sanda (JWT)
Senior Art Director: Anu Rana (JWT)
Account Director: Mustafa Sidhwa (JWT)
Photographer: Himmat Shekhawat (Himmat Shekhawat)
Photographer: Tejal Patni (Tejal Patni)
Sound Designer: Anushman Bhattacharaya (JWT)
Production Manager: Prashant Pednekar (JWT)
Client Servicing Director: Sachin Anand (JWT)
Account Director: Kunal Ross (JWT)
Account Manager: Ishita Mehar (JWT)
Account Manager: Rahul Desai (JWT)
Media placement: Packaging - Off Trade MT- Wine Shops - February 12th

Describe the objective of the promotion.
Smirnoff created the 'I choose' campaign to highlight the fact that it believes young adults should have the freedom to decide what they want in every sphere of life, a fact stemming from the truth about vodka. You can make it 'your choice' by choosing to drink it in a variety of different mixes.
We were to look at new and fresh ways to deliver this message in the Indian market, where liquor advertising is restricted. And we needed to engage young adults more without having to invest in traditional expensive media.

Describe how the promotion developed from concept to implementation.
We wanted to engage consumers in a more direct way. In India, truth and dare is combined with spin the bottle. This unique way of playing the game was incorporated into the design. We created a spin the bottle board game in, voila, a pack! The whole concept of 'I choose' fitted in seamlessly. Young adults could either drink using the pack, or play the game. Players could also scan a QR Code on the board to download an app version of the game in addition to posting their branded video/photo footage from the game directly onto social media.

Explain why the method of promotion was most relevant to the product or service.
In India, there is a restriction on liquor advertising. So non-traditional media is really the only media we can use to connect with our target audience. This is done through surrogate advertising and sponsorships, and at point of purchase. Also house parties are more common with pubs being forced to shut at a relatively early hour. The idea was to see whether we could create engagement around the product itself, when people picked it up from a shop, and headed home to party. As Smirnoff’s pillars are intelligent, audacious and bold, this limited edition pack brought an experience that best describes Smirnoff.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Maharashtra is India's biggest market for Smirnoff, and Mumbai is the biggest market within Maharashtra. In a Mumbai-focused test marketing exercise, limited edition packs were distributed among the top 100 off-trade outlets. The total distribution of cases were made based on the average sales for a month. The pack sold out within 3 weeks translating to a 20% increase in sales for the month. Owing to this success, the client is considering launching the limited edition pack in outlets and duty-free shops across Mumbai. Over the coming year, they will consider releasing in markets across the country.