WHEN WAS THE LAST TIME YOU BOUGHT AN RTD? PROBABLY QUITE A LONG TIME AGO RIGHT?

Smirnoff soda – pack testing
PROJECT TYPES:

Strategic Research

 
CLIENT:

Diageo UK

OVERVIEW

For the last 10 years, ready to drink products have had a bad rep. Tarnished with the lurid colours and questionable advertising of brands such as WKD, for lots of consumers RTD’s simply don’t represent a desirable drink anymore.

But hang on a minute, we love a San Pellegrino Aranciata and Belvoir is perfectly acceptable so what is going on? We worked with Diageo in several European markets to help establish the rules of premium delicious drinks and translate this into the Smirnoff brand.   

The result packaging that looks deliciously tasty and natural.

A format that throws off the RTD baggage.

A new drink for consumers to get excited about.

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