To prove that inspiration for new drinks can come from anywhere, Smirnoff created drinks made with social ingredients that were shared daily on Instagram. By scouring social feeds, online forums, news outlets, and release dates, the drinks and their recipes were conceptualised, formulated, and dispatched each day – turning our feed into a topical recipe book and our followers into mixologists.
While Instagram was the lead platform, the drinks were amplified by large format digital OOH.
