Lowes creates Smirnoff Black poster blitz

Lowe Howard-Spink launches a pre-Christmas international press campaign this week for the premium vodka brand, Smirnoff Black.

Lowe Howard-Spink launches a pre-Christmas international press

campaign this week for the premium vodka brand, Smirnoff Black.



The three executions are designed to highlight the vodka’s ’mellow’

taste, which drinkers are encouraged to experience without any mixers.

All use the endline: ’Great by itself. Even better on its own.’



The first execution, entitled ’hands’, demonstrates ’how to make the

perfect cocktail using Smirnoff Black’. The ad is presented in the form

of an illustrated instruction booklet, featuring just the hands and

lower arm of a black-jacketed barman. The text reads: ’Take 10 parts

Smirnoff Black, followed by 0 parts gin, then 0 parts whisky. Add 0

parts orange, with 0 parts angostura bitters. Add no ice. Don’t put into

a cocktail shaker and shake. Pour into a glass and serve frozen.’



Another execution, entitled ’glasses’, shows ’five delicious new drinks

created by the world’s top barmen using Smirnoff Black’. However, the

drinks on offer all turn out to be neat, frozen Smirnoff Black.



The campaign was created by the copywriter, Paul Marshall, and the art

director, Gary Marshall. The photography was by Matthew Donaldson with

design by Michael Nash. Media planning and buying is by Western

International Media.



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