×

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.
Most Popular
In this article: