How does one become the world’s no 1 vodka? Great stories start with great character, a little mystery, and a mischievous plan. Smirnoff’s story is no different. It spans three centuries and several continents but is little known to our consumers. So we took this opportunity to introduce them to our past, a story of epic proportions lined with highly unconventional—and sometimes questionable—choices. This global campaign told the story of deception, revolution, exile, bankruptcy, and resurrection — a tale of deliciously mischievous characters and original concoctions. From conception in 1864 Russia, all the way to the present day, this is a living story of infamy.