Invest smartly: Acting with agility and creativity
Case study 07 AUG 2020
The original advertisement for the new Smirnoff Red White & Berry Seltzer innovation was quickly adapted in light of Covid-19.
Efficient and effective investment
Covid-19 led to the closure of bars and restaurants around the world – so we re-doubled our focus on investing behind opportunities that would be effective and relevant for consumers in a rapidly changing environment.
When the pandemic began, our brand team had a new advertisement depicting a busy summer party ready to drive sales of our new Smirnoff Red White & Berry Seltzer innovation in North America. The team worked quickly to adapt the original advertisement to the changed environment, making it fun and relevant to our consumers’ experience in lockdown. Leading with the message ‘Hang Out From Home For America’, it ran predominantly on TV, achieving positive feedback from consumers.
Bulleit grew net sales by 4% this year. The brand responded to consumers being at home with a new Drinking Buddies campaign across digital and social media – and its first national TV campaign. #NewDrinkingBuddies delivered a tongue-in-cheek message that while we all miss our drinking buddies, at home, there are new ones everywhere. The campaign content was produced on an iPhone at home – delivering engaging content quickly and in a highly cost-effective way. Results were outstanding, with Bulleit adding 10bps of spirits share and gaining 34bps of US whiskey category share.(i)
(i) Nielsen, year-on-year growth, three months to 16 June 2020 and NABCA, year-on-year growth, three months to 31 May 2020.