Party Like It's '99
The Smirnoff Flashback campaign was crafted to captivate young, urban South African millennials facing high levels of daily stress. Leveraging the power of nostalgia, the campaign invited audiences to disconnect from their current realities and relive joyful, carefree moments through themed events, immersive brand activations, and dynamic digital engagements. With the introduction of candy-infused vodka flavors, including Spicy Jawbreaker, Sweet Toffee, and Sour Worm, the campaign sparked fun memories and encouraged brand connection. An immersive 1990s/2000s-themed launch event, interactive shopping mall activations, and social media influencer promotions reinforced the campaign’s playful vibe. The creative approach cultivated a deeper emotional connection with the audience through the shared sentiment of nostalgia.
The Smirnoff Flashback Friday event at Shimmy Beach Club offers an immersive journey back to the nostalgic vibes of the 90s and 2000s. Featuring a dazzling stage with 3D projection mapping and a dynamic DJ set paired with throwback cartoon visuals, the event invites guests to dance their stress away. Upon entering, attendees experience interactive motion capture sensors inspired by Dance Dance Revolution, with their moves projected onto surrounding screens and rewarded with a complimentary drink for their participation. The fun continues with an arcade room brimming with retro games like air hockey and pinball. Nostalgic delights abound with coin-operated candy dispensers, mini-toy vending machines, and touch-responsive Etch-A-Sketch displays. Unique features such as a boombox ticket station, slap bracelet admission bands, and vibrant photo-op zones make this event an unforgettable celebration of carefree fun and shared memories.
The Smirnoff Flashback campaign leveraged social media platforms to build excitement around the product launch and immersive events. Engaging posts urged followers to try the new candy-infused vodka range and provided event details for the Flashback Friday launch party, with support from radio personality Ms. Cosmo. Pre-launch Instagram promotions featured influencers like Kim Jayde, who received nostalgic-themed parcels containing the product and cocktail ingredients. They shared creative posts and stories showcasing the brand, while also hosting product giveaways to drive audience engagement and awareness. This multi-channel approach fostered buzz and built meaningful brand connections.
Smirnoff branded version of throwback games such as tetris and minesweeper will be playable on interactive displays in malls and some bars and participants can earn discounts and other prizes.
