Project Description

Smirnoff Ice

Save the Mistletoe

The Idea:
Drive incremental holiday purchases of Smirnoff PAB’s with a holiday themed promotion and visibility materials featuring the season’s most intriguing promotion – “Save the Mistletoe”

Activation:
Create interest and consumer buzz via a website, “viral” web videos, PR and wild postings in metro areas around the US and keep the excitement going with another “surround sound” marketing blitz, combining ongoing website offers, web videos and guerilla events around the country. PR events included product sampling, giving more consumers an opportunity to discover and enjoy Smirnoff PAB’s. The “Save the Mistletoe” campaign existed in every retail account around the US, transforming them into MASA headquarters.

Channel:
On/Off-Premise, Website, Print, On-Pack, Social and Viral