Brand positionning and Digital Strategy for Smirnoff Ice Mauritius.
Smirnoff ICE aimed to reposition itself in Mauritius, aligning with its global rebranding while launching the new Smirnoff ICE Guarana flavor.
Year
2024
Expertise
Brand Strategy, Digital Strategy, Social Media Management, Brand Design.
Sector
Alcohol
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01
Challenge
The challenge was twofold: how to adapt the global rebranding to the Mauritian market while ensuring the strategy resonated with local culture?
On top of that, we needed to define the positioning of Smirnoff ICE Guarana, a new energy-infused flavor the brand aimed to launch simultaneously.
Mauritius has strict alcohol regulations—advertising is a no-go. This means social media pages and any visuals cannot explicitly feature the product or even mention the name "Smirnoff ICE."
02
Solution
Through an in-depth analysis of Smirnoff ICE consumption in Mauritius and a deep dive into competitor market share, we identified our target audience, brand purpose, mission, positioning, and key consumption moments. From there, we built a tailored digital strategy and brand toolkit to make an impact despite advertising restrictions
To bypass the alcohol advertising ban, we created an alibi brand: SMRNFF, seamlessly integrated across visuals, CTAs, and the brand toolkit. Additionally, all our visuals subtly suggested Smirnoff ICE beverages without explicitly displaying them, ensuring compliance while maintaining brand presence.
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A digital presence accross Facebook & Instagram.
The primary communication channels were digital, POV content, and event activations, ensuring maximum engagement while staying within regulatory constraints.
We also defined the Tone of Voice, distinct communication pillars, influencer strategy, and content ideas, kicking off a digital positioning campaign to establish the brand’s presence.
We position Smirnoff ICE as the go-to brand for party lovers, delivering empowering, joyful, and inclusive messaging. Celebrate the party culture while advocating for safe and responsible fun.
03
Results
The campaign is currently in progress, and results are being closely monitored. Stay tuned as we track its impact!
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