In 2016, Smirnoff created a limited-edition Smirnoff Red, White and Berry Vodka to coincide with the US presidential election and it is now releasing a new take on the beverage with Smirnoff Red, White and Berry Seltzer. The beverage combines cherry, citrus and blue raspberry flavors in a color-changing can.
Although people look forward to enjoying refreshing summer beverages during outdoor gatherings with friends and entertaining events, Smirnoff's #HangOutFromHome campaign reminds people to enjoy and get connected to others while staying home. As part of the campaign, Smirnoff even created a series of downloadable virtual backgrounds. The campaign starring Laverne Cox, Dave Bautista, Diane Guerrero and Megan Rapinoe was shot months ago and creatively reimagined to communicate a more timely message.
Patriotic Hard Seltzers
#HangOutFromHome Advertises Smirnoff Red, White and Berry Seltzer
Trend Themes
1. Limited-edition Beverages - Opportunity to create new and unique flavors tied to specific events or themes.
2. Virtual Events and Campaigns - Opportunity to engage consumers with creative virtual experiences.
3. Color-changing Packaging - Opportunity to incorporate innovative packaging designs that enhance the consumer experience.
Industry Implications
1. Alcoholic Beverages - Disruptive innovation in the creation of limited-edition beverages that resonate with consumers.
2. Marketing and Advertising - Disruptive innovation in the development of virtual events and campaigns that capture consumer attention and engagement.
3. Packaging - Disruptive innovation in the design and implementation of color-changing packaging that adds novelty and excitement to products.