10. Smirnoff (95)
Smirnoff (+5%, $4.262bn) dates back to the 1800s and must play on its heritage story while keeping pace with “seemingly endless upstarts” in the vodka category, according to Interbrand.
Interbrand says it remains to be seen whether a creative and marketing shake-up in 2013 – with 72andSunny chosen as the new global creative agency of record – will bear fruit, but promotional vehicles this year such as VH1’s Smirnoff Master of the Mix reality show have been successful.
Innovation remains critical to the Smirnoff brand, according to parent Diageo, and new global launch variations include Honey and Coconut (Australia), Kissed Caramel and Iced Cake (US), with vodka promoted as an experience and not just as a base for drinks.
“With fresh creative thinking in the works, the Smirnoff brand must continue to grow and deliver to stay ahead of the increasingly competitive vodka market,” Interbrand says.
(Picture Credit: Mustafa Khayat/Flickr)