​Smirnoff is the world’s no 1 vodka, but was losing share to brands with narratives about craft & quality. To make matters worse, Smirnoff didn’t have a singular brand story across global markets, so consumers were starting to think that it’s just…ordinary. We needed to change that perception, restore sophistication and edge, create an ownable world, and show that Smirnoff is anything but ordinary. 

Great stories start with great character, a little mystery, and a mischievous plan. Smirnoff’s story is no different. It spans three centuries and several continents but is little known to our consumers. So we took this opportunity to introduce them to our past, a story of epic proportions lined with highly unconventional—and sometimes questionable—choices. This global campaign told the story of deception, revolution, exile, bankruptcy, and resurrection — a tale of deliciously mischievous characters and original concoctions. From conception in 1864 Russia, all the way to the present day, this is a living story of infamy. 

This global campaign helped reverse a decade’s long decline in Smirnoff sales, leading to growth for the World’s No. 1 Vodka for the first time in 10 years.

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