ABOUT

Smirnoff Ice is the highest selling “vodka based ready-to-drink” beverage in the world, but it had gone over 10 years without adding to or changing any aspect of the bottle. We identified excellent opportunities and reviewed its premium positioning to increase awareness at the POS. The outcome was the creation of a standard architecture for Smirnoff’s products which maximizes the brand’s force in the POS. Simulation of the complete range can be seen below: