Under my creative leadership, Smirnoff launched a new platform of drinks called Neon Lemonades, which included Pink and Peach Vodka and two suites of ready to drink offerings. Our product innovation platform needed to capture the vibrant imaginations of millennial consumers. Though the consumer packaging were key elements in bringing the Neon Lemonade platform to life, the products were only one element of the larger brand story of the Miami sunset party vibe.
In order to activate the Neon Lemonades platform innovation, I partnered with the strategy team to dissect and distill the cultural meaning behind this vibrant world and then working with our partner agencies 72 and Sunny and Tracy Locke, we brought the party to life through the myriad touchpoints — packaging, in-store display, advertising spots and social media.
Every element of the brand campaign was highly informed by the visual look and feel of the Neon Lemonades platform our team created, including this cheeky Miami party vibe advertising spot featuring Ty Dolla Sign, one of Smirnoff’s brand ambassadors. This resulted in a highly successful campaign – 319 MM earned media impressions in 2021. The Neon Lemonades platform ranked #1 innovation by the NABCA (National Alcohol Beverage Control Association).
Scope of Work: Brand Strategy, Brand Creation, Product Innovation, Packaging Design, Art Direction