Home > Encyclopedia of Major Marketing Campaigns > Pierre Smirnoff Company

• THROUGH THE BOTTLE Campaign
• Puritanism and Catholicism
• Further Reading

8 Henrietta Pl.
London
W1M9AG
England
tel: 0171 518 5500
website: http://www.smirnoff.com

THROUGH THE BOTTLE Campaign

Overview

Until 1992 the packaging, advertising, and agency representation for Smirnoff vodka were "all over the place," according to Tim Dewey, vice president of international marketing for International Distillers and Vintners (IDV), which purchased the brand from Heublin, Inc., in 1987. Third parties owned the brand in numerous international markets, each with its own marketing strategy and agency representation. The U.S. market maintained stable ownership, but its advertising...