Smirnoff RTD

In Art Direction

Smirnoff RTD

Perfect for any occasion, Smirnoff Spin and Storm are Ready-to-Drink (RTD) beverages that offer a refreshing and convenient way to enjoy premium vodka cocktails. Crafted with Smirnoff Vodka, Smirnoff Spin offers a fusion of fruit flavours, while Smirnoff Storm provides a bold and energising taste experience.

ClientBrandhouse/Diageo – SmirnoffServicesArt Direction, Graphic Design, BrochuresAgencyThe Hardy Boys (VML)

Overview

Up the cool credentials of Smirnoff’s RTD products Spin and Storm and make it the preferred RTD brand in release occasions. Life’s a party so why not tie all creative back to one key driver, music. The project was massive in scale and centered on turning the tables on the conventional by creating fresh experiences of Dance Music called ‘mashups’.

  • Phase one was about, launching and landing the turntable concept.
  • Phase two shifted its focus to driving volume through on and off-con consumer promotions.

Supported across multiple channels: Radio, PR, Digital and consumer experiences.
Supported by an off-con BTL national volume driver: a competition to win a Golf GTI as well as an on-con promo to win a boombox.

The Poster CD tracks were all relevant to the time. Pete Doubell our copywriter is one of the best in the business. (I learnt the difference between an em dash and a hyphen back when no-one cared… kudos Pete).

POS

Work included updating the packshots for various POS material. Photographer: Mike Robinson

New 660ml returnable bottle comms

Behind the scenes

Ice Bubbles were created using a tank with bottles suspended in the water on rods. Ice was created using a mixture of real ice and silicone.

Midjourney is a game changer but was fun to work on once upon a time.

Head of Art leading projects alongside the Creative Director and Copywriter.

Design of key print material for on-con, off-con and trade.

Photographer: Mike Robinson
Props: Dale Ontong
3D Illustration: Black Ginger

Lots of fun trying to get the perfect ‘bubble’ – hero product shots before MidJourney and AI. Really enjoyed the integrated campaigns across multiple media channels and touch points. The music ‘mashup’ creations by our DJ Brand Ambassadors were incredible.