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’.

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