Digitas Buenos Aires Presents The New Campaign For Smirnoff Bitter Citric

Sep. 09, 2021

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.

Leo Orsolini, General Creative Director of Digitas Buenos Aires, explains:

"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.”

 

Guadalupe Fernandez Burgoa, Head of White Spirits & Liquors PEBAC (Peru, Ecuador, Bolivia, Argentina, Chile), say:

“Smirnoff is the world´s #1 Vodka, and in Argentina, indisputable category leader, driving its development and growth, turning it into the 4^th 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 2^nd 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.”