Smirnoff stirs up Lime's tight squeeze

  • Advertising
  • February 26, 2019
  • StopPress Team
Smirnoff stirs up Lime's tight squeeze

Smirnoff Pure and Special Group proved they're not ones to rest on their laurels last week when they launched a topical new campaign in conjunction with the Lime scooters suspension. 

On Friday, the New Zealand public eagerly awaited news on whether Auckland Council would temporarily ban Lime scooters across the city after a software glitch was causing the front wheels to lock – resulting in a number of injuries. On Friday evening, Auckland Council issued the ban and for all Lime scooters to be immediately removed from the streets in Auckland, with other New Zealand cities volunteering to follow suit. 

But by the time Lime scooters were being plucked off streets, Smirnoff Pure's new billboards were already appearing across Auckland. They show Smirnoff Pure's classic lime and soda with the tagline, 'Lime, with no technical issues.'

The billboards did not go unnoticed and within hours had garnered coverage by the New Zealand Herald, Stuff, Newshub and 1 News with more than 10,000 likes, comments and shares on social alone in just 24 hours. 

The reactionary billboard is part of Smirnoff's long-running 'Pure Potential' campaign, also created with Special Group. First launched in 2014, Special Group managing director Michael Redwood said last year that long-term commitment and continuity of a brand platform is global best practice and is proven to pay off in the long term. 

"This is a hugely successful home-grown example of this," he said. 

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.

Comms Council announces The Pressie Awards

  • Awards
  • August 23, 2019
  • StopPress Team
Comms Council announces The Pressie Awards

The Commercial Communications Council has announced The Pressie Awards are back for a second year, after launching in 2018 as the PRESCom Awards.

Read more
Next page
Results for
Topics
Jobs
About

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.

Advertise

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

View Media Kit