North Marks The Spot
Smirnoff and the Raptors created the North Marks the Spot program around a fictional day-one fan-group connected to the 2020/21 season’s Earned Jersey release. The story meant to honour the fans who had always support the Raptors, and to suggest that The Originals have been from Day 1 to the Championship, moving around, from venue to venue, developing the city’s best cocktail list, with each one connected to the Team’s history.
THE PROBLEM
Smirnoff’s brand was positioned as the “dark” and “infamous” vodka, but wanted to move away into a charming and clever tone.
THE ASK
Create a program that deepened the association between Smirnoff and the Toronto Raptors, and position the vodka brand inside of a ritual connected to game days for passionate fans.
CREATIVE INSIGHT
We The North is the declaration and rally cry of the Raptors, but what if The North could also be a location for our die-hard fans to congregate?
THE IDEA
North Marks The Spot. Capitalize on the Toronto Raptors original fans and have them celebrate key moments in the city’s history, connecting them to Smirnoff, through exclusive recipes, experiences and cocktails.
The
Results
THE Results
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This is the power
of partnerships
