21 Diamonds for Smirnoff - Best Shopper Campaign Winner - RPM - The Independent Agency Awards 2022

Campaign Summary:

The standard vodka was suffering from a lack of distinctiveness in this cluttered, price-driven category. Smirnoff needed an innovative and experience-led hook to ensure consumers picked up Smirnoff over competitors, whilst maintaining a clear link to the brand’s ‘Infamous’ platform.

RPM created 21 Diamonds, an innovate and experiential TTL retail campaign with visually impactful, exciting LTO packaging proposition, offering shoppers the chance to win 1 of 21 hidden diamonds via a freeze reveal promotion.

This campaign truly encapsulated Smirnoff’s brand platform of ‘Infamy’ via an engaging mechanic and visually disruptive pack design. A unique, modern and premium feel for the brand further helped drive distinctiveness from competitors.

The Smirnoff 21 Diamonds campaign offered two compelling, added-value, incentives for shoppers: a standout limited-edition bottle, plus the chance to win a high value prize (worth £4000).

- RPM​