Smirnoff debuts its Infamous Since 1864 campaign after over 25 years

Smirnoff campaign takes you through its extraordinary history to become one of the world’s top vodka brands today

Smirnoff, for the first time in over 25 years, has unveiled its brand campaign “Infamous Since 1864”. It evokes homage to the brand‘s colourful 155-year history and the extraordinary events that led to it becoming one of the world’s top vodka brand which is enjoyed in more than 130 countries around the world currently.

The campaign was 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. The spot depicts the unconventional and often unexpected path Smirnoff has chartered. From its humble roots in Russia to being resurrected in Frane, making its way across Europe to finally reaching the forefront of the cocktail revolution in the US in the 1950s, it is a tale full of dramatic events and jeopardy.

The campaign was developed in partnership with 72andSunny, a global creative agency, and debuted across Europe on Monday, 7 October, followed by a global roll-out across international markets, including US, Canada, Brazil, Argentina, and Kenya. The integrated marketing campaign is set to be supported with broadcast, OOH, digital, social and print advertising.

Neil Shah, Global Marketing Director of Smirnoff, said that this campaign is the first truly global campaign on the brand in more than 25 years, projecting that the campaign will launch with significant media investment in markets including North America, Europe, Latin America, and Africa.

“We are delighted to share the far from the ordinary story of Smirnoff and what it took to become one of the world’s top vodka brands. It has been a privilege to work with renowned director Rupert Sanders, who shared our bold ambition for this campaign, and we are thrilled to soundtrack the film with an original composition of El Michels Affair’s cover of the iconic hip hop track “Shimmy Shimmy Ya”,” added Shah.