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Smirnoff

Festival survival pack


Background

Smirnoff is a triple-distilled brand of vodka owned by Diageo and is one of the most popular liquors worldwide. It is distributed in 130 countries including Thailand.

Challenge

In Thailand, Songkran is the largest festival of the year and a fantastic excuse to have some fun. While originally a Buddhist festival, the event has since become a celebration of water, and as such, Thais roam the streets with containers of water or water guns and drench each other and passersby as part of the week-long festivities. Diageo wanted a seasonal product that would help revellers to celebrate, have a functional use for consumers post festival, and encourage responsible behaviour.

Outcome

Brand New Day created a Songkran Summer Survival Pack. Made of waterproof material and used to house the bottle, it also doubled as a general dry bag for the wettest event of the year. In addition to the bottle container, Brand New Day also created the Summer Survival Guide, a collection of tips and tricks for Songkran that not only created a few smiles, but also built awareness around drinking responsibly.