SMIRNOFF: INTEGRATED CAMPAIGN

No gimmicks, no gold foil, no celebrity price tag—just damn good vodka. Triple-distilled for that clean, smooth finish, Smirnoff 21 proves you don’t need to be flashy to be quality. It’s the real deal, for real moments, at a price that makes sense.
Cheers to what matters.

HOW IT ALL STARTS

The campaign kicks off on social, where Smirnoff asks customers for their honest takes on Vodka 21. What they don’t know? Their reviews will become the headlines of our billboards—paired with witty, no-nonsense responses from Smirnoff itself. It’s bold, a little cheeky, and totally on brand.

PR STUNT

Smirnoff teams up with the NFL to debut the Smirleaders—an elite cheer squad showing up to practice, not game day. Because Smirnoff Vodka 21 celebrates the real moments that matter—the work, not just the spotlight.

The Smirleaders are hitting the road in the Smirnoff 21 Tour Bus—a rolling celebration on wheels. At every stop, fans can (responsibly) sample Vodka 21 straight from the built-in taps. Because good vodka and good vibes deserve a nationwide tour.

CW: Hannah Kakish

CW: Ross Atkinson

AD: Ethan Stamper

STRAT: Amanda Lapin