Revitalising an iconic brand with a brand repositioning campaign to highlight Smirnoff 1818’s smooth liquid credentials to resonate with the younger consumer, yet retain the core market that shares the brand’s heritage. With this spirit and the brand’s affinity with music culture, we sampled a Digable Planet global classic and collaborated with Stogie T, the smoothest MC in South Africa, to wax lyrical about how the world’s #1 vodka is now smoother than ever.

The agency created a new smooth anthem with a classic sound, with a new fusion of local South African beats, visual poetry and transitions to visually drive the smooth narrative of the brand.