Smirnoff Lavender Lemonade
We helped Smirnoff tap into the Swiftie wave—and become the fastest-growing RTD.
Smirnoff Lavender Lemonade
We helped Smirnoff tap into the Swiftie wave—and become the fastest-growing RTD.
With legacy spirits brands losing relevance in a crowded RTD market, Smirnoff needed to re-engage Gen Z in a way that felt authentic.
In 2024, record-breaking concert tours and a fan-driven “lavender era” dominated culture, presenting the perfect opportunity. Smirnoff seized it with Smirnoff Lavender Lemonade, a limited-edition RTD designed to align seamlessly with the moment. Our campaign combined striking visuals, curated gifting kits, and influencer partnerships, while an exclusive Diageo suite event at Taylor Swift’s Sydney show immersed media and tastemakers in the experience.
The results were undeniable. With 157 million media impressions, viral social content, and a 35% surge in brand mentions, Smirnoff became the fastest-growing RTD in its category. More than just a product launch, Lavender Lemonade became part of the cultural zeitgeist, proving that the right cultural connection can drive both relevance and commercial success.
With legacy spirits brands losing relevance in a crowded RTD market, Smirnoff needed to re-engage Gen Z in a way that felt authentic.
In 2024, record-breaking concert tours and a fan-driven “lavender era” dominated culture, presenting the perfect opportunity. Smirnoff seized it with Smirnoff Lavender Lemonade, a limited-edition RTD designed to align seamlessly with the moment. Our campaign combined striking visuals, curated gifting kits, and influencer partnerships, while an exclusive Diageo suite event at Taylor Swift’s Sydney show immersed media and tastemakers in the experience.
The results were undeniable. With 157 million media impressions, viral social content, and a 35% surge in brand mentions, Smirnoff became the fastest-growing RTD in its category. More than just a product launch, Lavender Lemonade became part of the cultural zeitgeist, proving that the right cultural connection can drive both relevance and commercial success.
