Smirnoff: When more flavor isn’t the answer

Smirnoff’s raspberry vodka was losing relevance in the fast-moving flavored vodka category.

The range was underperforming, at risk of delisting, and stuck in lower-value, high-tempo occasions: while competitors raced ahead with more expressive, more desirable offers.

The easy answer would have been to just launch another flavor & risk more of the same. Instead, we redefined Smirnoff’s role to unlock growth. 

Through a sensational lens, we reframed flavored vodka beyond taste - seeing it instead as a social unlock: a way to access fun, expression, and connection without effort. 

This revealed a missed opportunity: the category had split between accessible but basic and stylish but excluding. We defined a new positioning for Smirnoff Raspberry Crush: Cheeky Glamour, centred around balancing accessibility with style. We translated it into a clear creative direction for Diageo’s partners that could live consistently across liquid, pack, range name, and experience. 

By understanding how flavored vodka feels in the moment (not just how it tastes) Smirnoff turned sensation into a new kind of commercial advantage: effortless style that more people could participate in.  

More than a successful launch, Smirnoff Raspberry Crush redefined how the brand shows up – proving that when you design for sensation, you create growth within an entire category.  

The repositioning transformed performance: 

• £5m NSV in first 10 weeks

• £23m NSV in year 1  

• Primary driver of category growth  

• Restored Smirnoff equity vs Absolut