Team 6

Madison Bell

Rebecca Borrego

Mo Camacho

Michelle Long

Principles of Advertising

Summer B 2011

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TABLE OF CONTENTSBrand Equity....................................................................................................................Page 4-7

Brand Heritage....................................................................................................Page 4-5

Brand Representative..........................................................................................Page 5

Brand Identifiers..................................................................................................Page 6

Brand Essence......................................................................................................Page 7

Business Description..........................................................................................................Page 8

Situation Analysis- SWOT...................................................................................................Page 9

Brand Personality...............................................................................................................Page 10

Target Consumer...............................................................................................................Page 11

Competitior Map.................................................................................................................Page 12

Value Proportion................................................................................................................Page 13

Poitioning Statement..........................................................................................................Page 14

Creative Work Plan…………………………………………………………………………………………………….Page 15-16

Purpose of Advertising…………………………………………………………………………………...Page 15

Who is the Advertising Addressed to? ……………………………………………………………Page 15

Major Selling Ideas………………………………………………………………………………….………Page 16

Media to be Used…………………………………………………………………………………………….Page 16

Ads to be Created………………………………………………………………………………….….…….Page 16

Brand Map…………………………………………………………………………………………………………...…….Page 17

Campaign Theme………………………………………………………………………………………………….…….Page 18

Rationale of Campaign……………………………………………………………………………………………….Page 18

Campaign Executions……………………………………………………………………………………………….Page 19- 22

Advertismet Idea #1……………………………………………………………………………….…….Page 19

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Advertismet Idea #2…………………………………………………………………………………….Page 20

Advertismet Idea #3………………………………………………………………………………….…Page 21

Advertismet Idea #4…………………………………………………………………………………….Page 22

Promotional Support……………………………………………………………………………………………….Page 23

Promotion Idea #1……………………………………………………………………………………….Page 23

Promotion Idea #2……………………………………………………………………………………….Page 23

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BRAND HERITAGEWhat made the brand famous?

The product that originally made this brand famous was the Classic Smirnoff vodka.

The Smirnoff brand began with a vodka distillery founded in Moscow by Pyotr Arsenievich Smirnov in 1860.

It was the first to use the charcoal distillation process. First to utilize newspaper ads along with charitable contributions to the clergy to stifle

anti-vodka sermons It was known as Tsar’s favorite vodka, which increased its popularity immensely. Smirnov moved to Poland and started selling it with its contemporary French

translation, Smirnoff. Became very popular with Soviet soldiers in Germany, 1990. Smirnoff was first advertised in the Russian army stores and the officer’s messes were

renamed Smirnoff Clubs, serving 200 liters of Smirnoff a night. The Soviet forces became the biggest market in Europe for Smirnoff outside the UK.

The red label #21 is what branded the vodka as famous. At first, Smirnoff stood for rebellion, as it was the only vodka outside of Russia. Today vodka stands for adventure, perfection, thrill, and being unusual.

What did it originally stand for?

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Smirnoff originally stood for quality; being one of the best vodkas available in Russia in the late 1800’s. It was awarded the Russian State’s Seal of Approval four times and the Tsar recognized Smirnoff as a “Purveyor of the Imperial Court”

What does it mean today?

As time has progressed, its’ popularity has increased. Today, Smirnoff is the #1 selling premium vodka in the U.S and the world (sold in over 130 countries). In 2009, Smirnoff No.21 was awarded the Double Gold medal in the San Francisco World Spirits Competition (the highest honor).

BRAND REPRESENTATIVES

BRAND IDENTIFIERS

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What signals best identify the brand in consumers’ minds today?

The clear bottle, white letters “SMIRNOFF”, colored caps on every bottle best identifies the brand in consumers’ eyes. As does the #21 red label is the Classic Vodka which is the most common

“Clearly Smirnoff.” “Smirnoff. Not the usual.”

“He's clearly discovered Smirnoff.” “Pure perfection.”

“Pure Thrill.” “There`s vodka and then there`s Smirnoff.”

“The greatest name in Vodka.” “Smirnoff. Be there.” (currently on website)

“Triple Distilled” (on bottles)

BRAND ESSENCE

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Smirnoff Vodka is the number one Russian Gold Seal Vodka.

Business Description

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Smirnoff is arguably the original branded vodka. It holds the world’s largest market share which makes it a strong competitor in the vodka industry. Vodka was originally created in Russia 900 years ago. It has become increasingly popular over the years, especially in the late 20th century. Over time, vodka has become one of the most popular spirits in the world.

The country’s current economic condition has not diminished sales, on the contrary, according to Forbes.com, vodka sales are on the rise; over the last four years alone, sales have gone up 15 percent. According to BusinessWeek.com vodka sales in stores have “topped $1 billion dollars in the last year, beating whiskey, rum and tequila.” Although consumers have become more cost-conscious, brands are still competing to withhold their standards. Rather than appealing as the most affordable brand, vodka companies are striving to keep up their reputations. Smirnoff has continued to compete by selling twice as much as Absolut, a serious competitor. In the last year Smirnoff’s sales increased by 5 percent (businessweek.com).

The Smirnoff brand offers many emotional benefits to the consumer. The Smirnoff brand allows people to feel sophisticated, classy, accomplished, and adventurous. They feel confident when they become a part of the Smirnoff brand because of its strong Russian heritage. The brand allows a person to feel safe knowing when they purchase Smirnoff they will be more than satisfied with the original Russian vodka. One of the brand identifiers, the clear bottle, allows the consumer to see the purity, color, and consistency of the bottle.

SITUATION ANALYSIS

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BRAND PERSONALITY

StrengthsDistinct label and bottle Variety of mixed drinks and flavoursInternationally knownOne of the original vodkas from Russia, the country where vodka was createdBrand loyal customer baseBroad product lineNumber one provider of vodka in the worldProduct placement in movies (James Bond)Website- vibrant, interactive, depicts brand, and sells productLeading brand internationallyFirst to introduce charcoal filtration and continuous distillation creating brand loyalty.

WeaknessesReputation for being “cheap”Having a strong Russian history could give off an "old" appealAlways a concern for alcohol abuse, drunk driving, and alcohol poisoningPositions itself to mostly a younger more ‘adventurous’ crowd may decrease market share. In the U.S., Vodka is usually drunk in a cocktail not by itself which decreases potential sales.

OpportunitiesBuild upon Smirnoff’s strong global brand recognitionEmphasizing on Russian heritage as a differentiatorHaving a true interesting history which mirrors the ‘adventurous’ positioning of the brand will help them differentiate from other brands

ThreatsAbsolut Vodka and several other new competitors target same consumer baseIncreasing competition nationally and internationallyIncreasing amounts of ‘fantasy’ advertising in Vodka (e.g. Absolut)High-end ‘sophisticated’ brands competing with ‘intelligent’ positioning.Losing brand loyalty due to competing brands becoming trendier. Price wars between other brands

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If Smirnoff Vodka were a person, it would be Jason Statham. He is uniquely classy, but has an edgy side. He has an authoritative demeanor, and is respected and liked by most. He is clean and classy, but should never be messed with. Smirnoff is original vodka, holding true to its Russian Gold Standard. If the brand were a real person it would enjoy action movies such as Bourne Identity, Transporter, Crank, or any other classic action films such as James Bond. It would watch television channels such as FX and HBO, and Showtime. It would enjoy eye-catching advertisements, and a wide variety of music from House music to Alternative. Like Jason Statham, Smirnoff’s personality is classic, yet contemporary; strong, respectable, and original.

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TARGET AUDIENCE

Smirnoff’s target audience is the young, adventurous, free spirited person looking for a good time. They are ambitious and driven, as their generation is transitioning from the party scene to a more sophisticated and professional scene. They are the fun loving professionals. They enjoy Smirnoff whether it’s a mixed drink at the bar, or on the rocks, at home after a long day of work. They are business oriented during the day but still enjoy themselves at night. They have the go-getter mentality and will stop at nothing. They drink Smirnoff because it is classic but edgy.

The Smirnoff drinker is connected to the brand in terms of their evolving lifestyle. They are maturing men and women between the ages of 25 – 35, from college graduates to young professionals. They are single and socializing is a priority. They live in fast paced cities, as they are striving to reach goals.

The media that this consumer typically uses is wireless electronics. They see more ads on the internet or their smart phones, than anywhere else; but still enjoy reading magazines. They are always updated in pop culture and social networking. They are the new generation of vodka drinkers and Smirnoff is their vodka of choice. The Smirnoff drinker embraces the brand as being classic, original and one of a kind.

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COMPETITIOR MAP

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VALUE PROPOSITIONSmirnoff vodka offers emotional benefits to its drinkers in a way that no other vodka

can. When an individual orders a “Smirnoff and Cranberry” from the bartender or offers a house guest “Smirnoff on the rocks” rather than Sky or Ciroc they are portraying that, as a vodka drinker, they enjoy the authentic Russian purity. They are confident that their vodka ensures satisfaction in every sip, every time. Smirnoff also keeps the drinker to feel sophisticated and educated in their choice of drink while still maintaining the adventurous feel.

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POSITIONING STATEMENTTo the vodka drinking free spirited professionals, Smirnoff is the original brand that combines

street-smarts with sophistication.

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Purpose of Advertising The goal of advertising for Smirnoff vodka is to refresh brand familiarity and remind

vodka drinkers why Smirnoff is still the leading brand in the vodka industry. There are also some vodka consumers who have the impression that Smirnoff is not a premium choice, Smirnoff uses advertising to make this alcoholic beverage seem more desirable. Smirnoff also advertises to let consumers know about new products available on the market.

Smirnoff expects consumers to react by choosing the Smirnoff brand over any other vodka brand. The new advertising will create a type of ‘tribe’ for Smirnoff drinkers and create another bridge of common interest between the after-work and road-warrior business person.

Who is the Advertising addressed to 25-35 year old free spirited vodka drinkers professionals

Smirnoff’s target audience is the young, adventurous, free spirited person looking for a good time. They are ambitious and driven, as their generation is transitioning from the party scene to a more sophisticated and professional scene. They are the fun loving professionals. They enjoy Smirnoff whether it’s a mixed drink at the bar, or on the rocks, at home after a long day of work. They are business oriented during the day but still enjoy themselves at night. They have the go-getter mentality and will stop at nothing. They drink Smirnoff because it is classic but edgy.

The Smirnoff drinker is connected to the brand in terms of their evolving lifestyle. They are maturing men and women between the ages of 25 – 35, from college graduates to young professionals. They are single and socializing is a priority. They live in fast paced cities, as they are striving to reach goals.

The media that this consumer typically uses is wireless electronics. They see more ads on the internet or their smart phones, than anywhere else; but still enjoy reading magazines. They are always updated in pop culture and social networking. They are the new generation of

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vodka drinkers and Smirnoff is their vodka of choice. The Smirnoff drinker embraces the brand as being classic, original and one of a kind.

Major Selling IdeasSmirnoff is different from other vodka brands because it when a consumer orders a

“Smirnoff in Sprite” rather than just a “well-vodka and sprite” or “Effon in Sprite” that customer is making a statement that they enjoy the traditional Russian taste of true vodka over a vodka brand distilled and filtered in a country that is not the founding place for vodka.

Russian Gold Seal Arguably first branded vodka Street-smarts

Media to be usedSmirnoff’s target market will be reached in the forms of road-side billboards, paper ads

in magazines and virtual advertisements on social network websites (ie: Facebook, Twitter, Linkden) and smart-phone applications.

Ads to be createdSmirnoff will create full page paper advertisements in magazines such as GQ, Cosmo,

Maxim, and Sports Illustrated. Billboard graphics along high traveled interstates and virtual advertisements on web pages like Facebook, Twitter, and Linkden.

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Brand Map

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Campaign ThemeCold hands, warm soul.

Rationale of Campaign ThemeThe Smirnoff campaign idea proposed is ‘Cold hands, Warm soul.’ The campaign theme

is a direct reflection of Smirnoff’s target market. This theme was favored because it reinforces that the same Russian history of Smirnoff is also found at the core of each of each Smirnoff drinker. The target consumer is the tough, free spirit, individual who enjoys a vodka drink after work- or hell, even a beer. The aspect of this consumer we focus on is that even though they have a calloused exterior they will always have a warm soul.

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Ad #1

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Ad #2

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Ad #3

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Ad #4

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Promotional Support#1

A Smirnoff promotion to build brand equity is directed toward social media cites. Participants will tag the Smirnoff page in a Facebook post or a Twitter tweet explaining a ‘Hot and Cold’ situation relevant to today’s current events. The post/tweet will also name a credited foundation dedicated to the occurrence. The post/tweet that Smirnoff finds the most creative will be rewarded $100,000 to be used towards the foundation of choice.

The Icelandic volcanic eruption that occurred on May 22, 2011 would be an example of a “Hot and Cold” situation. The foundation used could be the Carrefour Foundation, which helps aids volcano victims.

Another example of the “Hot and Cold” irony would be the ice glaciers melting in the European Alps. The foundation used could be The European Climate Foundation.

This promotional idea will improve Smirnoff’s brand equity by showing consumers that Smirnoff cares about the events occurring around the world and wants customers to be aware and understand what is happening also.

#2The second promotional idea is designed to prompt the consumer to purchase Smirnoff

over another brand in order to increase chances of winning. In this promotion, the participant will search for a code under the cap of any Smirnoff bottle purchased (Smirnoff Ice not included). The participant can then go to Smirnoff.com to find out if the code is the winning one. The customer with the winning code will receive an all-inclusive round- trip for the winner and one guest to St. Petersburg, Russia.