Pernod Ricard wanted to reach heartland consumers with their American-made Smithworks Vodka launch. We shared our perspective that the heartland isn’t a demographic, it’s a point of view focused on family, friends, loyalty, and simplicity. To reach the heartland drinker, we needed an approach that differed from the hard-partying, “me”-centered positioning of club land vodka brands.
To compete with Tito’s, Smithworks needed to tap into the communal values of the heartland and focus on shared moments between family and friends. Brand imagery and writing highlighted those traits that make the heartland special. We imbued Smithworks with the true Spirit of the Heartland, which became both a tagline and a guiding light for everything the brand’s done since.
RELATIONSHIP / RESULTS
Planet was brought on board to establish overall brand strategy and the digital-centric launch campaign. The original 5-state launch campaign exceeded KPI goals by 5X.