Smirnoff: SLEEVE CAIPIROSKA

Credits & Description:

Category: Dimensional Mailing

Advertiser: DIAGEO

Product/Service: VODKA

Agency: JWT BRAZIL

Date of First Appearance: Dec 1 2010

Entrant Company: JWT BRAZIL, São Paulo, BRAZIL

President / Chief Creative Officer: Mario D'Andrea (JWT)

Creative Director: Roberto Fernandez (JWT)

Art Director: Christian Faria (JWT)

Art Director: Ricardo Kawano (JWT)

Art Director: Vinicius Montana (JWT)

Copywriter: Marlon Zanatti (JWT)

Illustration: Julio Freitas/Paulo Cesar/Marcos Oliveira (JWT)

Producer: Fabio Sato/Flávio Colella/Maira Chinaglia (JWT)

Photographer: Regis Fernandez (JWT)

Account Director: Fernanda Antonelli (JWT)

Account Team: Rafael Oliveira (JWT)

Account Team: Fernanda Papaleo (JWT)

Account Team: Guilherme Melo (JWT)

Head Of Planning: Ken Fujioka (JWT)

Planner: Paulo Macari (JWT)

Planner: André Troster (JWT)

Art Buyer: Renata Sayão (JWT)

Art Buyer: Paula Ferrari (JWT)

Client Supervisor: Ana Anauate/Carolina Berardinelli/Vanessa Kalache (Diageo)

Media placement: Design - Packing For Promotional Mailing - December/2010



Describe the brief/objective of the direct campaign.

We needed to launch the new formulas of the three flavors of Smirnoff Caipiroska. We focused on an action geared to opinion formers and journalists in the gastronomy sector.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

We created a unique packaging that resembled the texture of the fruit flavor of Smirnoff Caipiroska and, through a diagonal perforation, anyone opening this package would have the impression of peeling a real fruit. The packaging came in a wooden box, such as those in which fruits are sold in farmers' markets in Brazil.



Explain why the creative execution was relevant to the product or service.

The idea reinforced the new product formula based on fruit flavors for Smirnoff Caipiroska and invited those who received the material to discover the new bottle in an uncommon way that relates to the origin of the product.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

Once the kits began arriving for journalists and opinion formers, they became target of comments and photos posted on social networking sites, twitter and much more. The act of peeling each bottle was recorded by those who received them. As a result, the new bottles of Smirnoff Caipiroska appeared in famous gastronomy magazines and blogs on the same subject and expanded to design blogs worldwide with articles in the USA, Russia, Canada, Japan and Europe.