'Smirnoff' recently teamed up with a number of musicians to celebrate the launch of its 'Smirnoff Electric' range. While Smirnoff has long been associated with concerts and music events, these bold new liqueurs bring the two industries together in a creative way.
The Smirnoff Electric range is available in four high-energy flavors, including berry, apple, guarana and mandarin. In addition to the delicious flavors, the new line will also come in high-tech bottles. These bottles feature fluorescent colours that activate when held under black lights. The bold bottle designs and unexpected flavors are intended to reflect the energy and passion associated with electronic music. To further reinforce the connection between Smirnoff and the music industry, the brand is also teaming up with musicians Kiesza and Djemba Djemba to launch a global campaign called ' #WhatWeBring.'
The electric new liqueurs demonstrates one of the innovative ways that brands are tailoring their products to a specific lifestyle.