In the late 30’s the Smirnoff Vodka makers was looking to increase sales. In general they were ‘ok’, they were surviving but not really thriving. The company decided to hire an outside consultant for creating new marketing message. This consultant studied the Smirnoff Vodka in and out. He tried to understand every aspect of the vodka and what makes it unique. By doing this – he would be able to launch an effective marketing campaign for Smirnoff Vodka focused on Smirnoff’s unique selling points.
In his research he discovered one thing that was very unique: When you drink the vodka – you don’t have the smell of vodka in your mouth afterwards.
Based on this discovery, Smirnoff launched a campaign promoting this message and the company became one of the top selling Vodka companies in the world.
Message : Its all about finding that one little thing in your business thats a little bit better then your competitors.