In a landscape where social connections are increasingly fragmented, Smirnoff faced a compelling challenge: transforming its image from just another spirit on the shelf to a vibrant, conversation-starting brand, particularly among 18-35-year-olds. Our solution? A transformative partnership with Live Nation sponsoring Electric Picnic, Ireland’s largest music festival.
We created the Smirnoff Stage, a dynamic hub featuring diverse artists and engaging performances, designed to foster authentic connections. Prioritizing inclusivity, our activation included wheelchair-accessible spaces, sign language interpreters, and a unique opportunity for festival-goers to join DJs on stage. This commitment to accessibility underscored our mission: “The party is better when everyone is invited.”
Our objectives were ambitious yet clear. We aimed to rank among the top three festival areas, drive volume, and achieve significant social media reach. The results were remarkable: Smirnoff ranked as the most favoured festival area, serving over 270,000 drinks and exceeding volume expectations.
Post-event surveys revealed a striking increase in brand association with music festivals, rising from 46% to 76% among attendees, showcasing our success in creating an emotional bond with our audience. The Smirnoff activation not only solidified the brand’s presence in Ireland’s vibrant music scene but also laid the groundwork for future engagements. This initiative exemplifies the power of strategic sponsorship to forge meaningful connections and enhance brand relevance in today’s social landscape, positioning Smirnoff as a leading advocate for diversity, inclusivity, and unforgettable shared experiences.
