It is the brand’s first global campaign in 25 years.
Smirnoff Australia's new campaign, Infamous Since 1864, is an evocative homage to more than 155 years of Smirnoff’s colourful history and the extraordinary events that led to it becoming the world’s number one vodka, enjoyed in more than 130 countries around the world today.
From its humble roots in Russia, the resilience of Smirnoff is captured in this tale of dramatic events and jeopardy.
After fleeing Russia during the revolution, it was re-established throughout Europe, only for it to be brought down, indebted, and prohibited along the way.
The brand was resurrected in America in 1934 where, incognito, it was at the forefront of the cocktail revolution throughout the 1950s before revolutionising club culture in the 1990s.
Unconventional, and often unexpected - like the path Smirnoff has chartered - “Infamous Since 1864” is directed by Rupert Sanders, known for his award-winning commercial work and feature films such as Snow White and the Huntsman and Ghost in the Shell, and is the brand’s first global campaign in 25 years.
“We’re so excited to share Smirnoff’s historic journey with Australian audiences, through the captivating work that is ‘Infamous Since 1864'," Smirnoff Australia marketing manager Maddy Stockwell says.
“It’s a story that fans of the brand may be hearing for the first time and demonstrates what it took for Smirnoff to become the world’s number one vodka brand.”
Developed in partnership with global creative agency 72andSunny, Infamous Since 1864 debuts in Australia this Sunday, 7 February.
The campaign will be supported across broadcast (free-to-air and subscription television), OOH (street posters and billboards), digital (display, BVOD, YouTube), music streaming (Spotify) and social.