Smirnoff created the 'I choose' campaign to highlight the fact that it believes young adults should have the freedom to decide what they want in every sphere of life, a fact stemming from the truth about vodka. You can make it 'your choice' by choosing to drink it in a variety of different mixes.

We were to look at new and fresh ways to deliver this message in the Indian market, where liquor advertising is restricted. We needed to reach out to more young adults without having to invest in traditional expensive media.

We created a spin the bottle board game in, voilà, a pack! In India, truth and dare is combined with spin the bottle. This unique way of playing the game was incorporated into the design. With Smirnoff's three pillars being 'intelligence, audacious and bold', the whole concept of 'I choose' fit in seamlessly. Young adults could either drink using the pack, or play the game. Players could also scan a QR Code on the board to download an app version of the game in addition to posting their branded video/photo footage from the game directly onto social media.

Maharashtra is India's biggest market for Smirnoff, and Mumbai is the biggest market within Maharashtra. In a Mumbai-focused test marketing exercise, limited edition packs were distributed among the top 100 off-trade outlets. The total distribution of cases were made based on the average sales for a month. The pack sold out within 3 weeks translating into a 20% increase in sales for the month. Owing to this success, the client is considering launching the limited edition pack in outlets and duty-free shops across Mumbai. Over the coming year, they will consider releasing in markets across the country.