Smirnoff is the brand with originally at its heart. From this was born the rallying cry “Be There.” A call to arms in the search for original nights, experiences and stories to share. After all, who doesn’t love to be able to say, “I was There.”

A series of events were designed to create magical “There” moments. People were invited to share their own experiences of “there” via the Smirnoff websites. Smirnoff also encouraged people to create their own there moments with a bursary fund for the most original ideas. These events were supported with advertising that demonstrated the anticipation and ingenuity that is needed to get ‘There’.

Five television spots and a print campaign were also launched featuring "There" type moments.

"Be There"; has created real movement for the brand. Record numbers are experiencing original “There” moments for themselves. And of course, you can’t get “There” without Smirnoff, so sales are up too since the launch of the campaign.