Smirnoff shows the #purepotential of ingredients + occasions in new billboards via Special Group

Special Group has launched its latest round of brilliantly simple Smirnoff billboards showing the #purepotential of ingredients and occasions. The New Zealand-originated ‘Pure Potential’ campaign, now in its fifth year, has helped lift sales volume by 28% and value by a remarkable 71%.

The iconic billboards are the centrepiece of the highly-awarded, long-running integrated campaign that has seen Kiwis Instagramming the contents of their fridge in return for a personalised cocktail recipe videos, the transformation of a cement truck into the world’s largest cocktail mixer, and ‘Emojitails’, a clever digital idea which allowed Kiwis to create different cocktails just by combining emojis.

Says Michael Redwood, managing partner, Special Group: “Global best practice now proves that commitment to a long-term brand platform pays off in the long term. This is a hugely successful home-grown example of this.”

Says Adrian Hirst, category marketing director – wines and spirits, Lion: “The beauty of Pure Potential is that it’s a powerful brand idea that has been fully delivered across every brand touchpoint, from above the line to in-store and digital, consistently over the past four years. I think the business results speak for themselves.”