Smirnoff, the world’s number one vodka brand announced the launch of its vibrant new campaign WE DO WE earlier this month. The new campaign aims to champion the power of the collective and celebrate the magic power of ‘WE’ that is created when different people, ingredients, and flavors come together!
Last Saturday, 23rd of September 2023, Smirnoff Vodka partnered with MultiChoice Nigeria for Big Brother Naija All Star Season Smirnoff task. The Big Brother All Star housemates made up of two teams; Team Smirnoff Ice and Team Smirnoff Vodka got to show Nigerians the power of the Collective in an Art and Cocktail challenge.
The Art task was created by Saga Adeoluwa, a former Big Brother Naija Housemate. In a post on his Instagram page, Saga talks about the collaboration with Smirnoff ‘Just like art, when we bring colours together, we create something more beautiful and vibrant, a spark. Art is a WE thing!.
In the Art challenge, everyone was provided with a puzzle piece canvas to create something that represents their identities and experiences. Upon assembling their puzzle pieces, each team discovered the masterpiece they created was a bottle design of the iconic Smirnoff vodka bottle.
In the cocktail challenge, both teams; team Smirnoff Ice and Smirnoff Vodka where able to demonstrate that inside every bottle of Smirnoff, whether it’s the classic 21 or Intense Chocolate there are so many different cocktail recipes to satisfy everyone.
They created cocktails inspired by their individual personality and experiences in the Big Brother house. Some interesting cocktail creations made by the housemates were Pinaland- a sweet cocktail representative of the queen of highlight Mercy, Nwadiora inspired by the two sides of Ceec, Sweet Baddie by Ilebaye, The Wrecker by Pere, a cocktail shaken not stirred, Nobody’s mate- inspired by Venita, Angels Knockout, Crossed Eyes, Immunity Card and Crime Fighter.
At the end of the Smirnoff, WE DO WE task, team Smirnoff Ice emerged winner. The team has won N3M in prize money and 1 year supply of Smirnoff- Congratulations to Ilebaye, Adekunle, Soma, Angel and Cross.
Speaking about the Smirnoff WE DO WE task, Mark Mugisha, Marketing and Innovation Director said: ‘Our fundamental brand philosophy is 1 + 1 = 3. Our partnership with Saga Adeoluwa further reinforces the Smirnoff belief that inclusivity drives creativity. When we bring our unique “me” to the collective “we”, we create a brighter, more ingenious world. When we embrace these differences in collaboration, we create something bigger and more beautiful than any one of us could.’
‘The campaign message around bringing people together feels more relevant and timelier in the Big Brother Naija house. Prior to the Smirnoff task, there had been a lot of tension in the house, as a team we were worried about how the task would be received by the housemates, but we saw this as our opportunity to truly dramatize our WE DO WE brand purpose, that champions the power of the collective and we are glad we took up this challenge. Despite their individual differences, diverse backgrounds and identities, they all united to create magic. As the world’s number 1 Vodka, all we do is about that.’’ Senior Brand Manager Smirnoff Trademark, Abi Ipaye.
The WE DO WE campaign will continue to evolve over the coming months, bringing the collective spirit to life through a series of events and partnerships spanning music, lifestyle, and entertainment, embedding Smirnoff in the heart and minds of our target audience whilst driving recruitment at scale.
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