Brand Challenge

Diageo was facing intense competition from both popular and emerging vodka brands. To help launch four new flavors and ensure a memorable experience for discerning vodka drinkers, our strategic recommendation addressed both on-package and structural design.

Compelling Results

• A revolutionary structure embodies the promise of a new twist to premium vodka
• Consumers quickly spot the striking design, restoring Smirnoff’s prominence on an increasingly crowded shelf
• Brand attributes of purity and smooth taste are represented by a crystal clear label that showcases refreshing flavors