This is the story of how Smirnoff changed the luxury market in the US and turned $12.99 into the new price of luxury.
Smirnoff Straordinary Drops
McCann New York
Smirnoff keeps beating luxury vodkas in blind taste tests. Not once. Not sometimes. Consistently. For years. But in America, better taste doesn’t mean better. Expensive does. And Smirnoff costs just $12.99. So how do you convince a country obsessed with price tags that the affordable stuff might actually be the good stuff? You give its price a whole new value.
We teamed up with three icons— Saweetie, Vernon Davis, and Nigel Xavier and raided their closets, sneaker stacks, and drip drawers. Then, we dropped 21 high-end items from these icons at exactly $12.99 each
Saweetie Straordinary Drops
Rapper
Vernon Davis Straordinary Drops
Football Legend
Nigel Xavier Straordinary Drops
Wizard of Denim
TEAM
CCO & ECD Global Brands, NY: Shayne Millington
EVP ECD: Pete Johnson
GCD: Lucas Casão & Guilherme Rácz
ACD: Camilla Ciappina & Daniel Trimarchi
This was a collaboration with the amazing Complex Media Company.