Smirnoff

BACKGROUND///

Diageo-owned Smirnoff launched Welcome to the Fun%, a bold, inclusive campaign celebrating the brand’s unbeatable mix of accessibility, and unapologetic joy. With a diverse cast of celebrity faces—led by the legendary Alyssa Edwards—the campaign invited everyone to join the party, one cocktail at a time.

But this wasn’t just about glam and glitter. To stand out in a crowded spirits market, Smirnoff leaned into culture—and conversation. Cocktail chatter on social became the key to relevance. A single spot wouldn’t cut it. The brand needed to meet the moment again and again, tracking trends and serving up timely, craveable cocktail content that begged to be shared.

The solution? A steady stream of digital content, gifs, and videos featuring Alyssa Edwards mixing her favorite Smirnoff creations with a signature sashay. The result was a campaign that was as shareable as it was spirited—keeping Smirnoff top of feed, top of mind, and always in the mix.

The result? Smirnoff sashayed straight into a turnaround. While the rest of the category saw declines, Smirnoff’s flavored portfolio reversed course—outpacing the market by 9.5%. That lift was strong enough to return the brand’s entire U.S. business to sales growth.

The campaign’s steady stream of recipe videos and bite-sized visuals didn’t just entertain—they performed. Smirnoff posted industry-leading social metrics, with engagement far surpassing spirits category norms. The takeaway was crystal clear: social wasn’t just sparking conversations, it was driving conversions.

For the rest of the year, Smirnoff didn’t just compete—it outperformed, one fizzy post at a time.