Young audiences are into content about pop culture, music and fashion. Adverts? Not so much. McCann New York has placed Smirnoff in the centre of pop culture, music and fashion, Complex.
The campaign, Smirnoff-straordinary Drops, is a merch collection, developed through exclusive partnerships in Complex with celebrities.
Award-winning rapper, Saweetie; former NFL star, Vernon Davis, and breakout fashion designer, Nigel Xavier, help fans discover quality pieces that won’t break the bank. Playing on Smirnoff’s No. 21, Saweetie, Vernon and Nigoel each curated a seven-piece collection of limited-edition items such as custom Nikes, jewellery and signed memorabilia, personal to their style.
The campaign is about making the best accessible to everyone – which aligns with Smirnoff’s MO. Fans can visit smirnoffdrops.com to gain one of the 21 ultra-limited, 1-of-1 items from each tastemaker’s curated collection. Each item will be available for $12.99 each – the price of a bottle of Smirnoff No. 21.
