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DEI+ Campaign Spotlight: Smirnoff’s We Do We Campaign

DEI+ Campaign Spotlight: Smirnoff’s We Do We Campaign
Honoka Miyata

Welcome to the DEI+ Campaign Spotlight, where we highlight various campaigns that embed DEI strategies into their marketing plans. By sharing these ideas and sparking a conversation around DEI, our society can continue to both learn and unlearn our ever-changing consumer trends.

In our previous DEI+ Campaign Spotlight we took a look at how the use of influencer marketing and user-generated content in Our Place's Holiday Festivities campaign helped to reinforce the brand’s ethos of embracing diverse backgrounds. By working with content creators and encouraging community engagement, Our Place was able to foster an authentic connection with an ever-shifting consumer demographic and enhance their brand-consumer relationships.

This Week's Campaign Highlight: Smirnoff’s We Do We Champions the Power of Collective Campaign

This week we’re shifting our spotlight over to the renowned vodka brand Smirnoff and their inclusive rebranding campaign entitled We Do We. The campaign’s stated mission is to boldly champion the power of collectiveness and celebrate the “magic of we” that's created when different people, ingredients, and flavors unite. 

“We Do We” marks the beginning of a new chapter for Smirnoff. Spearheaded by an eponymous piece of social and AV content, the campaign makes use of fresh, colorful energy and takes a digital-first approach that spans over twenty global markets. The brand acknowledges and understands the loneliness that people felt during lockdowns in the peak of the pandemic, which is why they prioritized connecting with their target consumers through digital platforms and beyond.

“In a world where we're constantly told to focus on ourselves, it's becoming more apparent that we're all yearning to be part of something bigger. At a time when the expression of 'you do you' has lost some of its shine and inclusivity is being challenged around the world, 'WE DO WE' is our rallying cry to embrace the power of the collective." - Stephanie Jacoby, Smirnoff Global Brand Director

McCann New York — the global creative agency working alongside Smirnoff to achieve their creative vision — continued their client’s long-standing commitment to the LGBTQIA+ community by strategizing multiple brand activations at Pride events all around the world, including Brazil, Great Britain, Colombia, the United States, India, and Canada.

"As we began to develop our creative to bring this joyful message of 'we' to life, it became clear that the creative itself should be an expression of 'WE DO WE'. We share the Smirnoff belief that inclusivity drives creativity and that the best ideas and most vibrant, compelling work is created when we come together, learn from each other and lean into our diversity." - Shayne Millington, CCO McCann New York

The brand and agency worked together to spread the collective energy of “We Do We” through a series of events, partnerships, and sponsorships ranging from music, sports, and entertainment. Activities are planned to run through festival season, the NFL season, and beyond, with each event aiming to bring Smirnoff and its consumers closer than ever before.

The Key to Smirnoff’s Successful Campaign — Commitment to Action Behind Intentionality 

The success of Smirnoff’s rebranding kickoff reflects the great lengths the brand went to ensure that diversity was embraced at every stage of the campaign's development. They made it a priority to authentically represent the world’s demographic, not only in front of the camera but behind it as well. With collaborators like the London/LA-based creative and design firm ManvsMachine at their side, Smirnoff worked with casts and creative teams across diverse backgrounds to direct and produce the campaign’s key assets and bring their creative vision to life.

Further contributing to the success of “We Do We” is how Smirnoff was able to reach their intended target consumers on a global market level by launching their campaign in over twenty countries worldwide. They also continue to challenge themselves to reach new audiences through various mediums and strategic partnerships, such as through awards shows in the US and Latin America via their collaboration with Billboard. A recent example could be seen at the 2023 BET Awards where they announced they were strengthening ties with Spotify to empower women in music across Latin America.

Earlier this year Smirnoff’s maker Diageo announced its Society 2030: Spirit of Progress Plan, which focuses on values like promoting positive drinking, championing inclusion and diversity, and pioneering grain-to-glass sustainability. These values were adapted from the United Nation’s Sustainable Development Goals. With Diageo’s commitment to ensuring their future business plans incorporate and prioritize these values, we can look forward to seeing even more creative campaigns from them that embed DEI+ values.

Beyond the “We Do We” campaign itself, a powerful intentionality Smirnoff holds is forecasting, empathizing, and acknowledging potential obstacles as it positions itself to be a disruptor in making our digital platforms more inclusive. Their determination to embrace diversity while fostering a community with their audience will play a crucial role in creating a new “normal” when it comes to who we consider to be our target consumers.

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