Smirnoff
Smirnoff is a star in Diageo’s portfolio that continues to rise, with accelerated growth in developed markets and double-digit growth in Africa and Latin America.
Such stellar performance led Diageo to up Smirnoff’s marketing spend by 10% recently, Interbrand noted, name-checking flavored vodka launches (whipped cream; fluffed marshmallow) and a collaboration with photographer David LaChapelle to celebrate nightlife worldwide.
The Smirnoff website also carried strong global appeal, Interbrand’s analysts wrote, with cocktail and nightlife guides.
“Despite having originated in Russia in the 1800s, Smirnoff remains highly relevant to its consumers in the 21st century,” Interbrand wrote.