100 Days, 100 Ways

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AUCKLAND, Tuesday: Special has teamed up with Smirnoff to release 100 bespoke drinks – over the next 100 days, “immortalising” the New Zealand summer in a drinkable format.

The drinks will be based on “social ingredients of the day that come to hand” – from viral celebrity clangers to TikTok trends, news moments to pop culture milestones.

Smirnoff senior brand manager Tim Norman said: “100 Days, 100 Ways is one of Smirnoff’s most ambitious challenges yet that will see a dozen-strong agency team working to find events, trends, and news so mixologist Chase Bickerton can recommend 100 drinks over 100 consecutive days.

“The drink names and recipes will be created in response to the news agenda, before being dispatched for amplification across OOH, digital placements and social media.

“It’s certainly a challenging campaign, but we know Special have their fingers on the pulse and are confident we’ll be able to curate a line-up that immortalises our Kiwi summer.


“Converting a 30-tonne concrete mixing truck into the world’s biggest cocktail mixer, and unlocking the potential of anyone’s fridge via Instagram, this is an exciting demonstration of Smirnoff’s Pure Potential brand platform.”

Special co-founder/ceo Tony Bradbourne said: “It’s going to be a fun and fast summer with limited time each day to dispatch a daily drink that embodies the pure potential of each day.

“After converting a 30 tonne concrete mixing truck into the world’s biggest cocktail mixer, and unlocking the potential of anyone’s fridge via Instagram, this is one of the most exciting demonstrations of Smirnoff’s long-standing Pure Potential brand platform.”

“Smirnoff are toasting the first of 100 days with bubbles in an extra-effervescent number dubbed The Premiere – a pineapple spritz with a celebratory twist, made with Smirnoff vodka, pineapple and cranberry juice, soda and ice.

New Zealanders looking to take part in Smirnoff’s event can follow 100 Days, 100 Ways at @smirnoffnz on Instagram.

Inter-agency line-up
The campaign started yesterday and runs until Wednesday 26 January, managed by an inter-agency line-up including Special, Special PR, and MediaCom.


CREDITS

Smirnoff: Tim Norman, Sophie McLeay, Sarah Scobie
Executive Creative Director: Stu Malarkey
Creative: Tom Johnson, Kimberley Scott
Account Service: Callum Walker, Sam Hall, Natasha Birch
PR: Special PR
Media: MediaCom


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