Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Here's a Toast to "21"

Published on .

Smirnoff - 'Signature'
Smirnoff - 'Signature'
Having survived the onslaught of competitors like Grey Goose and Ketel One as well as a detour to "Ice" land, Smirnoff is now toasting its flagship brand, "No. 21," with an integrated campaign ("Signature") and a global site redesign. With the creative prowess of AKQA, Smirnoff has now breached the interactive age with a portal that meshes rich media, video, and of course, a dash of user-generated content for good measure. Libation enthusiasts and casual passersby worldwide can not only watch a video montage of the drink's rich, long history and tight Russian roots, but the site also offers the opportunity to mix your own Smirnoff-infused cocktails, search for recipes, and to even create your own customized animated video based on your answers to some fairly random questions. We'll drink to that.
In this article:
Most Popular