The Ask
How can Smirnoff challenge the growing stay-at-home culture among older Gen Z (ages 23-27) and reignite excitement around socializing?
The Problem
Gen Z sees Smirnoff as a party brand from their past, rather than one associated with slower, more relaxed enjoyment.
The Work It Led To
Smirnoff breaks up with being a party animal. Instead, it turns existential and goes off the grid to find itself. Eventually, it realizes its strength lies in how well it mixes with other things, showing Gen Z that just like them, it too has grown up.
What I did
Category research, desk research, creative brief, creative ideation, team management, pitch deck storytelling.
A Party Staple for Generations
Smirnoff has been a party staple for over 160 years, sold in 180 countries, and recognized as the world’s number-one vodka by volume and value.
But as cultural attitudes toward drinking shift, how can Smirnoff stay relevant to a new generation?
Moderation is the Gen Z Mantra
“I never drink alcohol if I feel like I'm having a bad day, because I don't want to create that association. And sometimes I just don't enjoy the feeling of being drunk.”
- Emerson H, 26
This shift isn't just about cutting back. It's also driven by concerns about alcohol's effects on mental and physical health and changing social habits.
Two-thirds of 21- to 28-year-olds worry about alcohol’s impact on their mental health and are increasingly interested in mindful drinking.
A 2023 survey found that the share of people under 35 who say they ever drink dropped 10% in 20 years, to 62% in 2021-2023 from 72% in 2001-2003.
Gen Z drinks 20% less than millennials. And millennials already drink less than other generations.
Terms like "hangxiety" (hangover-induced anxiety) and "damp drinking" (cutting back without quitting) are gaining traction.
We wanted to understand where Smirnoff fits in the world of shifting drinking habits today. So, we spoke with 50 drinkers aged 23-28 to get a clearer sense of their connection to the brand.
What we discovered: Smirnoff is a brand tied to their past.
The Association With Partying is Too Strong
For many, Smirnoff wasn’t just vodka but a key player in their college days. A symbol of wild nights. But since graduating, their social lives have evolved.
They’re gravitating toward more casual, at-home experiences. Many now prefer hosting gatherings at home, where they can control the vibe. Drinks like ready-to-drink cocktails, wine spritzers, natural wine, and rosé have become the new staples among those who drink.
"It’s funny how your tastes change. Smirnoff was the MVP in college, but now I’d rather have a glass of wine or a good IPA on a quiet night with friends."
- Claire, 26
Even as Gen Z spends more time at home, connection remains a priority:
70% love hosting gatherings, especially when they get to control the atmosphere.
An Observation
Despite these changing habits, Smirnoff has a unique advantage. Its versatility as a neutral spirit allows it to “mix” into any vibe.
It’s adaptable.
Smirnoff Truth
If we can’t get Gen Z to go out, let’s speak directly to the people who love hosting - the "Vibe Connoisseurs."
They have mastered the art of creating the perfect atmosphere with the right lighting, playlist, and energy.
All we need to do is show them how Smirnoff can be part of it.
Our Audience
For Vibe connoisseurs, crafting a vibe is an art form
The Insight
Strategy: Smirnoff is your blank canvas.
No matter the vibe - casual, elegant, themed, or celebratory, Smirnoff has a product that fits perfectly. Just as Smirnoff is meant to be mixed to create the perfect drink, Vibe Connoisseurs are happiest when they're mixed with the right people, on their own terms. Smirnoff can be the perfect starting point for connection and setting the tone for any vibe, bringing people together.
Nothing And Everything
We discovered that a lot of people shared the opinion that Smirnoff tastes like nothing. For a vodka brand, that’s a strength, what else is vodka supposed to taste like?
However, being called nothing is sure to spark self-doubt. Our campaign brings Smirnoff on a self-reflective journey to realize what it really means to be nothing.
Phase I: Hiatus
Social: On January 1, which marks the first day of dry January, Smirnoff begins to question everything it knows about itself and announces on social media that it’s going off the grid for a bit. This phase follows its absence and the response it triggers on social media.
Then, the pop-culture account Deux Moi begins receiving blind items about Smirnoff’s absence and posts a few paparazzi photos of it spending some time alone. After intense speculation, Smirnoff’s Chief Vibe Officer, Troye Sivan, is asked to comment on the absence.
OOH: All throughout Dry January, Smirnoff will utilize a prime billboard in Times Square with the question: "Who Am I?" On the last day of the month, it will transform to boldly state, "I am everything”, marking the beginning of the second phase of the campaign:
THIS BEHAVIOR ENTERS THE FAQ SECTION OF THE WEBSITE
Phase II: Nothing is Everything
In Phase II, Smirnoff returns on social media from its hiatus and shares the three important lessons it learned during its time off.
Collaborators
art director Anna Myers
copywriter Callum Leitenberg, Logan Furey
experience designer Krista Gutzwiller