Smirnoff raspberry
Innovation and Positioning
The Challenge

Smirnoff asked us to help grow their share of Flavoured Vodka through innovation. 

We explored the needs of Gen Z consumers using advanced online ethnography, and developed a range of creative hypotheses for driving brand penetration. 

We then used consumer co-creation to define the optimum design and messaging for consumers, and a clear design brief. Smirnoff Raspberry crush has been one of Diageo Europe’s most successful innovation launches ever.