Smirnoff sees #purepotential in all ingredients

  • Marketing
  • November 25, 2014
  • Jessy Edwards
Smirnoff sees #purepotential in all ingredients

What’s in your fridge at the moment?

 According to Smirnoff’s new campaign, ‘Pure Potential’, it can see the potential in any ingredient to make a great drink.

In a clean, visually bold new campaign by Special Group, Smirnoff show off 17 different cocktail ideas in series of posters and 15-second films on Instagram.

In the poster series the alcohol brand artfully arranges fresh, delicious-looking ingredients around ice-filled shot glasses and vodka bottles.

Mmmm, who’s thirsty?

Whether it's fresh strawberries, jarred green olives, or even an Oreo, Smirnoff senior account director Annabel Rees assures us that Smirnoff “unlocks the potential of almost any ingredient”.

“This campaign is all about encouraging people to see the pure potential of what’s in their fruitbowl, supermarket aisle or fridge,” she says.

While I wouldn’t give them the task of making a cocktail from the leftovers in my fridge (several hardened nubs of cheese, eggs, half a chocolate éclair and a strip of streaky bacon), I must admit this campaign is pretty appealing.

On Instagram, Smirnoff enlists the help of mixologist Dickie Cullimore to demonstrate how to make 17 different drinks, from a Bloody Mary to a Salty Dog.

The ‘Pure Potential’ campaign is the new, overarching platform for Smirnoff in New Zealand, Smirnoff category marketing director Adrian Hirst says.

Be the captain of your very own vessel, the Salty Dog. #PurePotential

A video posted by Smirnoff NZ (@smirnoffnz) on

“It is a perspective which epitomises both Smirnoff and our drinkers and we are looking forward to bringing it to life in a number of exciting ways,” he says.

In the meantime, if anyone from Smirnoff can come up with a cocktail using the ingredients from my fridge, I’ll shout them a drink.

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