Creating cocktails is usually complicated and hard, to make it simple and in todays mobile naguage, we made the world’s first emoji cocktail maker – Sminoff Emojitails.

Smirnoff Emojitails worked as a responsive website across mobile, tablet and desktop.

We created 42 unique cocktails that users could select through different combinations of Emoji. Each individual Emojitail, once selected, gave its own bespoke recipe and visual gif file requiring a slick back end for a quick response.

Users were able to share their Emojitail creations on Facebook – the most engaged with posts winning a physical ‘Emojitail kit’ which included all the real-life ingredients needed to bring their digital cocktail to life.

Smirnoff’s look and feel is minimalist, deconstructed and crafted - it’s about releasing the potential in everyday things to create amazing drinks and experiences. No delicious-looking cocktail, no party people living it up, no giant bottle shot. We harnessed this style and crafted a simple, yet elegant interface to showcase Emojitails.

Users could create their own Emojitail in just 3 simple clicks

1. Pick a base ingredient

2. Add some flair to that with another emoji

3. Mix the 2 together to create 42 unique cocktails

Due to emojis varying in style between operating systems we commissioned illustrator Andre Caraco (aka It’s just Taco) to make our own ‘Smirnoff’ set of Emojis to use across all mediums. We blended the best characteristics of all emojis and came up with our own unique style.

We used these emojis to create a range of classic cocktails – reinterpreted in emoji form. We used them in online and offline advertising and in store displays to help drive sales and bring to life the Pure Potenital of Smirnoff. Users could use Emojitails on iPads at liquor stores to create their own drinks as well.

Emojitails proved to be a very successful campaign with over 6 million impressions, 15,000 Emojitails created and over 4,000 shares over a short 'gold period' of 2 months. This contributed to a 25% increase in Smirnoff sales vs 2016. The campaign also drove a significant uplift on how millennials felt about the brand - delivering new news and differentiation. All through the power of an emoji :)

It's been so successful that the mobile site is now 'always on' as a tool for anyone to get drinkspiration in just 3 quick taps.