In 2013, the category of “ready to drink” beverages in Colombia was still incipient and was characterized by the lack of interesting offers for consumers. The main alternative was always Smirnoff Ice, although until then, it only had one product: the original vodka – lemon flavored cocktail.
The opportunity for a challenging brand was immense, since in addition to offering new flavor alternatives, it could also innovate in the presentation of its products and in the way it approached its consumers.
Create and introduce a new brand of ready-to-drink beverages based on vodka and fruit flavors in the local market, in a category dominated by the large multinational liquor industries.
We understood very well the public to whom the brand was directed, identifying their rituals and moments of consumption to create a brand and packaging that lived up to the expectations of a market eager for new flavors and new presentations.
We developed a strategy to launch 925 Vodka Cocktails as a new alternative with added values in terms of flavors, product development and packaging.