BUENOS AIRES, ARGENTINA — Digitas Buenos Aires presents the first campaign developed for Smirnoff Bitter Citric, the fresh line of aperitifs that comes to challenge the category. The 60 ”spot evokes the mysterious halo of Smirnoff’s history with a lighter, more playful and relaxed approach, accompanying the freshness that characterizes Bitter Citric. Easy to drink, tasty and with a slightly bitter touch of citrus fruits, it is the ideal aperitif to hang out and connect with friends, enjoying any afternoon.
With the quality of Smirnoff, Bitter Citric comes in three varieties, all very friendly: Grapefruit & Lime, Ruby Orange & Lime and Tangerine & Lemongrass. All bringing a lighter and more relaxed energy transcending the brand’s historic nocturnal spirit. The campaign consists of Hero the 60” spot, print and digital developments.
“We’re happy of working together with a brand like Smirnoff, an absolute global leader, in the development and positioning of a product like Smirnoff Bitter Citric, which is nothing less that the brand’s global debut in a category as competitive as Aperitifs. This has been possible thanks to the great team that we’ve built with the client and all the players who were involved in the project,” explains Leo Orsolini, General Creative Director of Digitas Buenos Aires.
“Smirnoff is the world´s #1 Vodka, and in Argentina, indisputable category leader, driving its development and growth, turning it into the 4th largest spirit category, after Bitters, Aperitifs and Whisky. Thru the launch of our new Aperitif line, Smirnoff Bitter Citric, the brand trespasses the boundaries of the vodka category, disembarking in the 2nd largest spirit category in Argentina: Aperitifs. For such an occasion, we wanted a campaign that conveyed our international credentials, undisputed quality, and intriguing, mischievous and progressive positioning,” says Guadalupe Fernandez Burgoa, Head of White Spirits & Liquors PEBAC (Peru, Ecuador, Bolivia, Argentina, Chile).
BRAND PRODUCT: Smirnoff Bitter Citric
AGENCY: Digitas Buenos Aires
MANAGING DIRECTOR: Juan Cáceres
GENERAL CREATIVE DIRECTOR: Leo Orsolini
OPERTIONS DIRECTOR: Mercedes Alonzo
CLIENT SERVICES DIRECTOR: Lucas Piacentini
COPYWRITERS: Whalys Clark y Sofía Barbieri
ART DIRECTORS: Tomas Riera, Nahuel Villagra y Miguel Vázquez
ACCOUNT SUPERVISOR: Luz Giordano
AGENCY PRODUCERS: Berty Gimenez y Brotons, Federico Puricelli, Pia Oliva
EXECUTIVE PRODUCER: Ale di Michele / Sole Pérez Veiga
PRODUCTOR: Germán Lentini
PHOTOGRAPHY DIRECTOR: Mariano Monti
ART DIRECTOR: Valentina Luppino
EDITOR: Alejo Santos
SOUND: Pendex Music
SOUND MIX: Papapost
COLOR: Ale Lescano
POST PRODUCTION: Pickle House
COORDINATION OF POST PRODUCTION: Seba Lopez
CLIENT RESPONSIBLES: Guadalupe Fernandez Burgoa, Florencia Cuyas, Juan Mignaquy