Light up the Moment came to life in a world-class, fully integrated national campaign that launched in November 2013 with a bold new TV commercial that lead equity building and a novel, owned mobile participation platform that lead engagement.
Supporting initiatives included tactical executions on radio and in the press to drive awareness and call to action.
The second phase of the campaign rolled out around the Smirnoff 1818 label redesign with TV and activation support in taverns.
Light Up the Moment worked effectively over 18 months to take Smirnoff 1818 to power brand status and even greater volume heights.
Over the longer term the campaign has continued to build ever-increasing scale into the brand.
For Brandhouse it has delivered a fundamental shift in consumer behaviour to deliver volume growth.