This infamous OOH is a key part of a larger global rebrand for Smirnoff. To revive the iconic vodka brand, we repositioned it around its origin story. And this is no fairy tale. It’s the true story of 155 years of deception, revolution, exile, bankruptcy, and resurrection that made Smirnoff the world’s number one vodka, today. There’s fame, then there’s infamy. There’s vodka, then there’s Smirnoff.

The devil is in the details. And we conveyed 155 years of infamy with a police style photofit. By shooting our bottles in black and white, and then slicing the images up, reconstructing the pieces back together again, we established a packshot image which builds on our checkered and irreverent past. By moving away from Smirnoff’s eyebrow logo and transitioning into the iconic ‘Smirnoff’ script, we represented the brand’s rich history and premium quality. In each image, we integrated the logo/tag lock up, slicing it when featured across sections of our bottle. For our messaging and headlines, we screen printed each line boldly over the top of each bottle image, this helped to fuse greater disruption and modernity.

A distinct and ownable result that restores sophistication and edge for the heritage vodka brand.

The integrated campaign helped reverse a decade’s long decline in Smirnoff sales, leading to growth for the World’s No. 1 Vodka for the first time in 10 years.