Party like it's 1999

Smirnoff Flashback

Problem

With millennials being the most stressed out generation, Smirnoff wanted to find a way to help them disconnect from the complications of life and embrace stress-free fun.

Idea

Smirnoff Flashback is a range of Smirnoff vodka flavours that are inspired by popular candy from the 1990’s and 2000’s: Sweet Toffee, Sour Worm, and Spicy Jawbreaker.

Concept

Smirnoff Flashback uses nostalgia induced social connectedness through shared memories to ‘flash customers back’ to simpler times to #PartyLikeIts1999.

Strategy

Influencers will promote the products online before the launch through branded gift parcels.

The product will be launched at a party called Smirnoff Flashback Friday at Shimmy Beach Club in Cape Town. The event will feature decorations, amenities, interactions, sounds, and flavours from the 90’s. It will be promoted and hosted by 5fm DJ Ms Cosmo.

Interactive displays of old-school games will act as out-of-home activations for the launch.