The real nature of the brand

Here is a part about the values, the colours... In brief, what Smirnoff represents.

1. Shape, colour, duration:

-          Shape and colour:

The shape is a long 0.70L bottle. For some special case, the bottle can have a different design and the colour can vary according to the vodka. But the basic colours are red and silver.

-          The logo:

Smirnoff actual logo

We have two silver crowned eagles and a red banner written Smirnoff in capital letters. It is a nice mix of colour, combined with a modern design (former logo was not like that) to attract the eyes of the customers, overall young people. The flying eagles means the movement, vodka that goes higher, that is the best. The crown is here to symbolize the quality of the vodka. The red colour represents the strength and the old-fashion banner, the strong and old story of Smirnoff, its old tradition and everlasting experience. The silver colour is also a symbol of purity.

Smirnoff former logo

-          Duration:

Smirnoff exists for more than 150 years so it is a very old and experienced brand. But its last steps began in 1997 when Diageo acquired the brand. Diageo benefited from the past experience of Smirnoff and its team and also, improved it with its own background.  Before the Second World War, the brand suffered from some local regulations but globally, nothing was able to stop its forward pass. And Diageo perpetuated and accentuated it with its strong advertising campaigns. In French vodka market, we can say that Smirnoff is an everlasting brand; it was the first great vodka brand that has penetrated the French market. And Smirnoff stays the first vodka seller in France today.

1. Value, frequency of purchase, packaging

-          Value:

Smirnoff has a strong value. For customers, Smirnoff is high quality vodka, premium vodka. When you drink Smirnoff vodkas, you expect freshness, quality, and tasty vodka. You want good flavours and diversity. Drinking Smirnoff is trendy and a moment to share. So, Smirnoff represents also the sociability. You consume it in community. It is a vodka that gives a feeling of belonging. People appreciate Smirnoff for itself, for its intrinsic quality, compared to other vodkas drunk diluted with juice.

Smirnoff is seen as pure because of the quality of the vodkas distilled, but also as authentic because Smirnoff uses always the same techniques and apparels like in the past, in order to maintain the same taste and quality. Smirnoff is also defined as creative and avant-gardist because, Smirnoff is always innovating to find new flavours and to stay singular. It stays also a symbol of its native country, Russia. The Smirnoff team trys to put it forward regularly.

-          Frequency of purchase:

Diageo sells one Smirnoff bottle each six seconds.

-          Packaging:

It is a transparent 0.70L bottle with a sticker on it, with different colours depending of the Smirnoff vodka you buy. That is the same for the stopper. For example, the dominant colour will be red if you buy a Smirnoff n°21 and black if you buy a Smirnoff n°55. For different occasions, the design of the packaging can change, for example for a special event (Christmas, partnership with movie). But globally, the bottle stays the same for all basic and flavoured vodkas.

References:

www.diageo.com



http://en.wikipedia.org/wiki/Smirnoff

http://www.smirnoff.com/en-us/