#CrushYourSummer

Amplify create an influencer-led content series to launch Smirnoff's Raspberry Crush...

Challenge

Amplify was challenged with curating an influencer activation to launch Smirnoff’s new flavoured vodka, Raspberry Crush, and bring to life the overarching campaign messaging - a bold farewell to the mundane.

Insight

Changing lifestyles and habits have seen a shift in the priorities of consumers and how they enjoy and celebrate life. Embracing passions and getting together with friends to create colourful yet low key occasions created an opportunity for a content series that reflected the audience's playful mindset.

Strategy

To deliver a creative content series which engaged a range of credible and culturally relevant talent to build product advocacy by boldly showcasing Smirnoff Raspberry Crush as the drink for the summer season and beyond.

Solution

#CrushYourSummer

Four influencers. Four cocktails. Four ways to #CrushYourSummer.

Amplify created an influencer led content series to mark the launch of Raspberry Crush, landing the mischievous tone of the new to market flavoured vodka product.

After a global pandemic and multiple lockdowns, life was feeling unbearably mundane so we tasked four key talent - Roman Kemp, Don’t Jealous Me, Sara Waiste and Mercedes Benson - to each to embrace their own unique passion points, creating lively and unrestrained content which celebrated the product, serve and occasion.

The content saw each influencer create a bespoke cocktail and share their unique take on the spirit of the new vodka flavour, ultimately inviting consumers to channel their new found freedom, champion bold expression and embrace big flavours in a cocktail of their own.

The influencers shared the content across their own social channels, with brand social channels and press coverage amplifying the campaign content.