Smirnoff Africa
The Double Side
CD & Photographer @ 72&Sunny, AmsterdamTo launch Smirnoff’s new Double Black vodka in Africa, the challenge was that the male target audience traditionally viewed Smirnoff as a “ladies drink.” The solution uncovered a cultural truth: many African men double up their homes and workplaces as something completely different after sundown.
Fun fact: the high-energy campaign launched in Kenya and was so successful the market alone surpassed Diageo’s annual sales goal for all of Africa in just a few months.
Fun fact: the high-energy campaign launched in Kenya and was so successful the market alone surpassed Diageo’s annual sales goal for all of Africa in just a few months.
Full length launch film above. A few cut downs below.
The campaign film launched in clubs, online and on TV. Other campaign elements included: online-videos, OOH, POS, social, and a branded activation and event toolkit.
To seed the brand deeper in male culture, famous Kenyan musician MadTraxx was commissioned to remix the film’s song and share his progress on social media. The track spread to even more clubs and helped Diageo sell out of the product.
You can’t create a campaign for Africa without first understanding Africa. Time was spent in Nairobi and Lagos, immersing in local culture, sharing drinks, and even trying goat head soup. Those experiences, along with my photography and design, became 200 double-sided zines that served as cultural reference for Diageo Global and the wider Smirnoff Africa team.
The Kenyan Side
The Nigerian Side
