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Smirnoff launches ‘I Choose’ campaign for vodka

The print and outdoor campaign has been created by JWT Mumbai

Neha Saraiya | Delhi | November 23, 2011

To undo the common perception of vodka being a female-oriented drink, Smirnoff has rolled out a series of print ads and outdoor campaign under the title ‘I Choose’. While the first version of the ad focuses on individual choice -- ‘I choose to be a hero’ -- the second ad focuses on the power of freedom with ‘I choose to scream’.

The campaign has been crafted by JWT Mumbai. The agency conducted a research that clearly indicated that the target male is somewhat aware of Smirnoff but has had very little interaction with it, either from the desire or drinking perspective. Incidentally, beer and whisky grab a lion’s 70 per cent share of the popular drinks among men in the Indian market, while vodka had a meager 22 per cent share. Thus the brand existed positively among its TG but lacked in making any direct statement to him.

The challenge for JWT was to make Smirnoff a part of the consumer’s consideration set and increase its equity among alcohol consumers. Commenting on the strategy behind the campaign, Dipika Narayan VP and Executive Business Director, JWT, said, “Our target is the male who has to constantly try and achieve a balance between ‘fitting in’ and ‘standing out’. He is in search of what we call a ‘unique social identity’, one that retains his originality without alienating him.”

She added further, “We knew that if as a brand we can help him achieve this balance and validate his right to choose, his individual identity will give him a sense of pride as well as make him readily accepted by his social universe.” Thus the strategy was to project Smirnoff as a brand that aims to provide a platform on which the individual can express himself.

The campaign has been shot by renowned Dubai-based photographer Tejal Patni, who has captured the statement of ‘I Choose’ as one of self-expression and empowerment.

Besides the print campaign, the activities will spread to various digital and on-ground initiatives. For digital the company has developed an app, named ‘I choose app’, that will allow consumers to choose their pictures or comments and share them on various social platforms.

There will also be Smirnoff Musical Nights in December as part of the on-ground activities.


Agency: JWT Mumbai

Creative team: Ram Jayaraman, Sundeep Sehgal, Mayuresh Dubhashi and Vanburn Gonsalves

Strategy and Planning: Sujay Nanavati

Account Management: Dipika Narayan, Sachin Anand, Kunal Ross, Ishita Mehar and Sanjay Narang

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