Smirnoff vodka has hired Interpublic Group of Cos.' McCann as its global creative agency of record, ending a competitive review that began in the spring. The Diageo-owned brand had been with Stagwell’s 72andSunny since 2013. The agency did not defend the account.
Smirnoff hires McCann as global creative agency
“As the most-awarded vodka in the world, Smirnoff has been synonymous with quality and innovation for decades. And with global scale and a profound knowledge of our consumer, global advertising agency McCann is the perfect fit as Smirnoff’s new creative agency of record,” Stephanie Jacoby, global senior VP for Smirnoff, said in a statement to Ad Age.
The win nets McCann a high-profile spirits brand, but one with some marketing challenges, including fighting off fast-rising newer vodkas. Smirnoff finished 2021 as the nation’s second-largest vodka brand, but its sales volume fell 2.9% last year, according to liquor trade publication Shanken News Daily. Tito’s earned the top spot last year as its volume surged 6.3%, while New Amsterdam grabbed the third spot.
Smirnoff has performed better globally: In the 12 months ending June 30, Diageo reported that the vodka’s net sales grew double digits in all regions except for North America, where sales declined.
Diageo spent $23 million in U.S. measured media on Smirnoff in 2021, making it the liquor giant’s second-most supported brand behind Crown Royal ($42.2 million), according to Kantar figures published by the Ad Age Datacenter.
In her statement, Jacoby said, “McCann’s proven track record of building brands with breakthrough creative will help us continue the iconic 158-year-old brand’s transformation into a modern icon and culture maker, allowing room for the vibrancy and innovative spirit of our total trademark to shine through and further unlock the potential of the entire Smirnoff portfolio.”
“It’s a privilege and an honor to have the chance to partner with such an iconic brand, one that has been a driving force of culture for generations," said Chris Macdonald, chairman and global CEO of McCann. "This was a truly collaborative effort across our global network, led by McCann New York, and we are so proud of everyone who contributed to this win."
Under 72andSunny, Smirnoff has used celebrities ranging from Ted Danson to Laverne Cox as it positioned the brand as a vodka for the masses with an anti-snobbery approach. 72andSunny in 2019 also was behind Smirnoff’s first global campaign in 25 years with an edgy ad that dramatized the brand's heritage, including a scene depicting it being smuggled out of Russia.
While Smirnoff has Russian roots, it is no longer made there—a point that had to be communicated at the beginning of Russia’s invasion of Ukraine, which promoted boycotts of Russian vodka in the U.S. earlier this year.
Smirnoff's newest work (above) includes ads starring actor Anthony Anderson that plugs its NFL sponsorship and includes a promotion that asks fans to apply for a role as a “cocktail coordinator” with the brand, described as “an honorary position that requires unrivaled passion for the love of football, hosting and gameday cocktails.”