Instagram Your Fridge. The pure potential of social.

The Pure Potential campaign is about Smirnoff’s ability to release the potential in almost any ingredient to create an amazing drink.  It ran in billboard and street posters across the country. To create a deeper engagement targeted specifically to our audience we devised an innovative digital activation. Simply Instagram your fridge and a Smirnoff online bartender would look inside and create a cocktail for you from what they could see. Then they sent you back a personalized video showing you how to make it. Fridges were uploaded, drinks created, viewed and shared over 1,000,000 times and counting. The campaign dramatically hiked social engagement, boosting Instagram followers 8-fold and becoming the most engaged liquor brand on Facebook.




AXIS Awards – Gold x1, Silver x6, Bronze x11
Best Awards – Bronze x1
Effie Awards – Bronze x1