SMITHWORKS VODKA
The Problem
Absolut’s parent company, Pernod Ricard, needed their new American-made Smithworks vodka to resonate with heartland drinkers and gain a foothold in a field dominated by Tito’s and other established players.
The Strategic Opportunity
Vodka brands often celebrate the “me” culture of identity, personal expression and big city priorities, as opposed to the “we” culture inherent to the values of heartland drinkers.
The Fundamental Belief
The Spirit of the Heartland. The heartland spirit defined by community pride, friends, family and localism, gave our Fort Smith distilled vodka a sense of place and purpose that resonated with the intended audience.
The Results
The intended 5-state launch exceeded KPI goals by 500% and rapidly expanded to 12 states following initial success and partnership with Blake Shelton.
Our Role
- Tagline
- Brand Strategy
- Video
- OOH
- Social
- P.O.S. Materials
