Smirnoff

In a market where tequila and beer dominate social drinking occasions, Smirnoff needed to make vodka feel relevant to a new generation of Mexican consumers. The opportunity was to reposition X1 through a flavor offering that felt rooted in local tastes and culture, while giving the brand a bold, distinctive role within the Smirnoff family.

We immersed ourselves in the rituals and symbolism of Día de Muertos with care and respect, uncovering the inspiration for a bold new drinking experience. Spending a night in a cemetery, sharing food with families, and paying our respects at the ‘ofrenda’ gave us a deeper understanding of the celebration’s emotional resonance, visual richness, and enduring cultural significance.

We brought Mexican creatives into the team to ensure an inclusive, respectful approach from the inside out. Inspired by the contrast of day and night, we built that duality into the design itself. Illuminated UV inks created a striking spotlight effect, giving the award-winning packaging standout presence in daytime retail environments and powerful shelf impact in bars and clubs after dark.

Smirnoff X1 exceeded expectations, growing from a Mexico-specific launch into Diageo’s most successful flavor innovation across its entire portfolio. Its success unlocked expansion beyond Mexico into the U.S. and international markets, while paving the way for a wider range of ready-to-drink extensions.