Smirnoff, “On the Rocks,” a malted beverage designed to compete with distilled spirits, wanted to build awareness and increase demand for their new product with both grocery stores and consumers.
Working with Entercom Seattle, Smirnoff developed the ‘Summer on the Rocks’ promotion, created to introduce Smirnoff Premium Malt Mixed Drinks and remind listeners to celebrate summer with a drink best served in a glass. The unique multi-platform campaign reached consumers at multiple touch points and encouraged shoppers to look for the Smirnoff display at their local grocery store and locate a text to win key word. Each consumer that texted-in was entered to win a trip to New York City to visit the Top of the Rock at Rockefeller Center.
As a result of the campaign, Smirnoff / Diageo sold over 225 cases in Seattle grocery stores in just six weeks, generating tremendous results for this new product introduction.