APEX Awards 2016 - 1818: Lighting Up Moments to Ignite Sales

Smirnoff 1818: How 'Light Up the Moment' transformed a vodka brand to rival the South African beer market. In 2012 Smirnoff 1818 had reached a volume ceiling; trading purely on price within the white spirits category. Brandhouse approached J Walter Thompson to reposition the brand against a shifting South African consumer landscape and expand its potential while sourcing volume from the hugely dominant mainstream beer drinking ritual. An idea was born out of the insight that the brand needed to deeply connect to the hearts and minds of both older, traditional loyalists and a younger, more aspirational set. An idea that harnessed the power and raw appeal of vodka consumed in social occasions. This allowed us to step more provocatively into beer drinking occasions.