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Here's a Toast to "21"
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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.