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Social Marketing for the World's #1 Vodka Maker


Creative direction, ideation, copywriting, and content development for Smirnoff, maker of the world's #1 vodka and flavored malt beverages. Projects included evergreen marketing, brand and new product initiatives, celebrity influencer marketing, corporate crisis communications, and support for activations including Super Bowl LVI and MusicCon at the Billboard Music Awards.

One of our overarching objectives was to remake Smirnoff's social media presence to be more appealing to Millennials and Gen Z (21+). We introduced a more playful, youthful visual and verbal style, along with an emphasis on newer formats such as Instagram Reels.

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