Smirnoff aimed to reshape its connection with its core 18-35-year-old audience by championing equality, diversity, and inclusion within the festival space. Guided by Diageo’s “Spirit of Progress” agenda on positive drinking and inclusivity, Smirnoff strived to create an environment where “the party is better when everyone is invited.” Partnering with Electric Picnic, Smirnoff set objectives around attendee perceptions, social reach, and artist engagement, intending to build Smirnoff’s reputation as a culturally relevant brand committed to inclusive and memorable experiences.
At Electric Picnic, Smirnoff created an accessible and inclusive activation space. Features included wheelchair-accessible platforms, lowered bar counters, and sign language interpreters, along with sensory-friendly supports like noise-reducing earbuds and Braille menus. The Smirnoff Stage celebrated diverse talent with a lineup of DJs and artists from underrepresented backgrounds. Through workshops and interactive art installations, Smirnoff’s Collectives program offered festivalgoers a space to express themselves. Comprehensive PR and media strategies, influencer collaborations, and a strong social media presence highlighted Smirnoff’s commitment to EDI, amplifying its message of inclusivity.
Smirnoff achieved strong returns on its objectives: the brand was ranked as the top festival area, surpassed its target social media reach with over 767K impressions, and saw 225+ artist posts promoting its inclusive activation. Post-event surveys indicated a notable uplift in brand perception, with music festival association rising from 42% to 76%, and willingness to discuss Smirnoff doubling among attendees. This activation successfully strengthened Smirnoff’s cultural relevance and laid the groundwork for future inclusive initiatives across the music and cultural spaces.
