The assignment Smirnoff is one of the World’s most popular vodka brands. It is produced by the British company Diageo. Smirnoff Ice is a RTD (Ready To Drink) beverage which is produced and distributed by Carlsberg on the Swedish market.

The PR project “Smirnoff Limited Edition” was an assignment from both Diageo and Carlsberg with the objective to create a concept that would render both Smirnoff and Smirnoff Ice publicity in traditional media as well as in social media. The assignment also included creating a crowd pulling event where Smirnoff and Smirnoff Ice would be directly exposed to the target group.

Target group The primary target group for the PR project was men and women between the ages 20 and 35, living major Swedish cities.

Concept Agency created a concept and an event that would be attractive for the target group and work as a pr tool for both social and traditional me-dia. The “Smirnoff Limited Edition” project gave three Swedish celebrities the opportunity to create the bar of their dream in the VIP section at one of Stockholms most popular nightclubs.

The three bars were built from scratch and only existed during three days. The assignment to the three celebrities acting as bar designers was to create a bar unlike anything they had ever seen in order to cre-ate great photo opportunities and spectacular backdrops to the launch parties.

“Smirnoff Limited Edition” took place over three weeks. Every Thursday the bar designers held their own launch party inviting their friends and assorted celebs. The bars were then opened up to the public during Fri-day and Saturday only to be torn down on the Sunday to never be seen again.

The celebrities chosen to design their dream bars where picked in order to be interesting to different kinds of media. The line-up consisted of the hip-hop artist Mange Schmidt, the TV and radio hostess Josefin Cra-foord and the Member of the Swedish Parliament, Fredrick Federley.

Agency handled every aspect of the “Smirnoff Limited Edition” project, ranging from event production to press handling.

Impact “Smirnoff Limited Edition” rendered nationwide publicity in all kinds of media. All in all, the project rendered 106 articles/TV segments/blog articles/radio segments during a period of three weeks. The total value of the coverage was estimated to 7,3 MSEK. Noteworthy publishers were Expressen, Dagens Nyheter, Dagens Media, National Radio (SR P1), TV4, Aftonbladet, Veckans Affärer, Finest.se, Blondinbella, The Voice, Glife.se, Politikerbloggen.se, Kanal 5-Gaybloggen, Livets Goda, Hanky,se and Nyheter 24.