SUMMARY
Smirnoff No 21 is a vodka that has no distinctive shelf location. It currently exists in an odd between state. So, we convinced people that Smirnoff No 21 is the brand that can give them that top shelf premium quality at the price of a value brand vodka.
ASK
Establish Smirnoff No 21 as the go to vodka of choice for LDA Gen Zers
Smirnoff21 is not viewed as a fully “premium” or a fully “value” product in the vodka market
PROBLEM
Across several vodka shelves, the location of Sminoff No 21 is different. It is never always on the top or always on the bottom, it floats between the middle sections of the aisle. Currently, Smirnoff No 21 is not a vodka that can 100% be marked as a “Premium” or “Value” Vodka.
RESEARCH TACTICS
We looked at vodka shelves in restaurants, liquor stores and online to see all of the locations Smirnoff No 21 would be placed
We started out with simple observation. From walking around Total Wine to sitting and looking at a restaurant bar or simply looking at vodka shelves online we were able to see how the shelving of the product was inconsistent. Social listening on Reddit then confirmed that even dedicated drinkers of the product had a hard time placing No 21 as being “premium” or “value”
“Vodka: Low Shelf: Smirnoff-$15-$20”
“Usually get Titos but cheaped out and got Smirnoff, idk how I used to drink this 2 years ago.”
“How can PLCB justify a retail price of $29.09 on a bottle of Smirnoff Vodka?? That’s far from a premium brand”
“Smirnoff is one of those fake fancy vodkas.”
INSIGHT
People often equate high prices with higher quality.
After digging through various reddit threads full of bartenders, average vodka drinkers and legal college students, we found that Smirnoff No 21 was struggling because in the category of alcohol, one of the largest factors in determining a product’s quality is simply its price. Which led us to develop the strategy of…
STRATEGY Premium with out the pricetag
SOLUTION
Cheers to What Matters
Out Of Homes
Stunt/Physical Activation
PR Debut + Smirleader Coverage