Creative Campaigns FMCG & Beverages
Give your vibe a new flavour.
Smirnoff · Jipe Vybe
The challenge
Smirnoff was launching new Orange Spirit and Extra Smooth variants into a crowded category, and needed instant relevance with Legal Drinking Age millennials and Gen Z.
The insight
“Young drinkers don’t buy a flavour. They buy into a vibe.”
The idea
Built on the rallying call “Jipe Vybe na Smirnoff”, a culturally charged launch moment that put the new variants at the heart of social expression and celebration.
The work
- Campaign platform “Jipe Vybe na Smirnoff”
- Digital and social content
- Radio and vibrant audio storytelling
- Immersive activations
The results
Strong visibility and product trial at launch
The new range established within youth culture
+14%
volume in activated outlets
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