A new mix of billboards for Smirnoff and Special Group

  • Advertising
  • March 1, 2018
  • StopPress Team
A new mix of billboards for Smirnoff and Special Group

Special Group has launched its latest round of Smirnoff billboards as part of the ‘Pure Potential’ campaign.  

The billboards feature shot glasses with different ingredients that would make up cocktails - such as honey and a chilli for 'hot 'n sticky' or coffee for a 'night shift'. 

Now in its fifth year, the billboards are the centrepiece of the integrated campaign that has seen Kiwis instagramming the contents of their fridge in return for a personalised cocktail recipe videos, the transformation of a cement truck into the world’s largest cocktail mixer, and ‘Emojitails’, a clever digital idea which allowed New Zealanders to create different cocktails just by combining emojis.

Michael Redwood, managing partner of Special Group, says global best practice now proves that commitment to a long-term brand platform pays off in the long term.

“This is a hugely successful home-grown example of this.”

Adrian Hirst, Lion’s category marketing director – wines and spirits, says the beauty of Pure Potential is that it’s a powerful brand idea that has been fully delivered across every brand touchpoint, from above the line to in-store and digital, consistently over the past four years.

"I think the business results speak for themselves’.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Social responsibility: Facebook in the aftermath of the Christchurch mosque terror attack

Social responsibility: Facebook in the aftermath of the Christchurch mosque terror attack

Friday 15 March started out as a day of hope in New Zealand. Social media was awash with posts, images and stories about the nation’s teenagers taking to the streets to demand action on climate change. Tens of thousands of school students took part in the demonstrations, which stretched the length of the country from Southland to the Bay of Islands. However, by late afternoon, social media was filled with a completely different nationwide movement: an outpouring of grief about the Christchurch mosque terror attack.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit