# Branded City-Inspired Playlists The 'Smirnoff Pure Sounds Like’ Campaign Shares 28 Playlists By Laura McQuarrie | Published 2019-07-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pure-sounds-like References: [fabnews.live](https://fabnews.live/smirnoff-pure-helps-kiwis-discover-the-unique-sounds-of-their-area-in-new-work-by-youngshand/) & [smirnoffpuresoundslike.co.nz](https://smirnoffpuresoundslike.co.nz/) The [Smirnoff Pure](https://www.trendhunter.com/trends/smirnoff-ice-drops) Sounds Like campaign aims to help New Zealanders discover the sounds of the city and suburb that they are in through [curated playlists](https://www.trendhunter.com/trends/hyperpersonalized-playlists-spotify-is-using-advanced-ai-to-create-a-connec). As a growing number of young consumers are opting to drink at home rather than at bars or clubs, Smirnoff found a creative way to connect with its target audience by providing the soundtrack for a night in. Working with local artists and [Spotify](https://www.trendhunter.com/trends/see-yourself-in-sound), Smirnoff Pure created more than two dozen playlists that capture the spirit of different parts of a city. On the Smirnoff Pure Discovery website, users are able to find playlists that represent their hometowns and smaller areas, as represented by top tracks from each region. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 38% | Activity: 51% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Branded Playlists:** Branding playlists based on specific cities or locations can create personalized experiences for customers. - **At-home Entertainment:** As the number of young consumers drinking at home continues to rise, creating campaigns that offer new forms of at-home entertainment can be disruptive. - **Local Collaboration:** Working with local artists and musicians can help brands connect with communities and create authentic experiences. ### Who This Affects Most - **Alcohol:** Alcohol brands could create regional playlists to promote their products in specific markets. - **Streaming Services:** Streaming services could collaborate with brands to create personalized playlists for customers. - **Tourism:** Tourism brands could create playlists that capture the essence of a specific location to promote travel to that area. ## Related on Trend Hunter - [Unconventionally Categorized Drinks](https://www.trendhunter.com/trends/smirnoff-ice-drops.md) - [Beer Brand Music Platforms](https://www.trendhunter.com/trends/coors-light-chill-on-shuffle.md) - [Collaborative Music-Inspired Bar Menus](https://www.trendhunter.com/trends/himkok-and-sony-music-norway.md) - [Spontaneous Summer Picnics](https://www.trendhunter.com/trends/hangout-of-home.md) - [Music-Inspired Avatar Campaigns](https://www.trendhunter.com/trends/see-yourself-in-sound.md) - [AI Creator-Centric Campaigns](https://www.trendhunter.com/trends/the-spirit-of-london.md) - [Musical Beer Campaigns](https://www.trendhunter.com/trends/desperados-beer.md) - [Expansive Pride Activations](https://www.trendhunter.com/trends/2slgbtqi-community.md) - [Inclusive Branded Film Ads](https://www.trendhunter.com/trends/come-on-in.md)