the cocktail coordinator
Most football fans don’t have a degree in mixology. But with Smirnoff, anyone can be the Cocktail Coordinator.
We then staked our claim on game day,
taking the Cocktail Coordinator off the field and online with a playbook of team-themed cocktails and recipes.
WE ALSO DROVE FANS TO THE PLAYBOOK via pre-roll
and social WITH influencer-led RECIPE VIDEOS.
You can’t be a vodka brand tellING people to pound DRINKS all day.
So we also encouraged fans to call their play responsibly.
And from kickoff to playoffs, we challenged fans TO
be The Cocktail Coordinator themselves. FOR A CHANCE TO WIN
the Super Bowl experience of a lifetime.
Smirnoff stuck to the game plan,
bringing fans closer to the brand and crowning one
THE FIRST-EVER COCKTAIL COORDINATOR for SUPER BOWL LVII.
oh, And here are some photos from the campaign kickoff
PARTY at sofi stadium THAT My partner hans schenck and I didn’t get invited to.
