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Prompting consumers to call for Smirnoff Mule at the bar.

The aim of this campaign was to drive awareness of the new way to drink Smirnoff and to communicate to 20-29 year old adults that Smirnoff was very much back in the release territory. The idea was to prompt consumers to call for Smirnoff Mule at the bar so it was key that we displayed through the creative how the drink was mixed using the key components (ginger ale, bite of lime). In terms of the strategy we used a sync’d formats to give us more standout and impact when communicating the proposition. We also roadblocked key release entertainment sections of sites when consumers will be in the mindset of planning nights out – music, clubbing, events…etc.