Smirnoff's New Flavors

Smirnoff, the world’s largest vodka brand, just added two new flavors:  Fluffed Marshmallow and Whipped Cream. To go with these new flavors, they are launching a new, edgy campaign estimated between $8 million to $11 million. The campaign features commercials, print ads and billboards and will be shown in places where most viewers are above the age of 21. With competitors like Three Olives and Pinnacle Vodka, who already have sweet vodka flavors like bubblegum, cake, cotton candy, and whipped cream, Smirnoff needed a fantastic campaign to convince consumers to buy theirs instead.  


With the two new flavors and the new campaign Smirnoff is definitely making the right moves. The new ad campaign plays to the fun side of vodka and the new flavors play to the sweet side. Between the two, viewers will be too interested and curious to resist. Also, since no other vodka brand has a marshmallow flavor, Smirnoff now has an edge on its competitors. Even if the flavor sounds not so great, Smirnoff has one flavor the others don’t. And being a trusted name in the industry, Smirnoff is bound to increase sales.
For further reading: http://mediadecoder.blogs.nytimes.com/2011/11/17/how-do-you-drink-your-vodka-fluffed-no-chaser/?ref=business