Digitas Buenos Aires presents the new campaign for Smirnoff Bitter Citric / "A SMIRNOFF TWIST TO THE WORLD OF APERITIFS"

Buenos Aires, September 2021.- Digitas Buenos Aires presents the first campaign developed for Smirnoff Bitter Citric, the fresh line of aperitifs that comes to challenge the category. The 60 ”spot evokes the mysterious halo of Smirnoff's history with a lighter, more playful and relaxed approach, accompanying the freshness that characterizes Bitter Citric. Easy to drink, tasty and with a slightly bitter touch of citrus fruits, it is the ideal aperitif to hang out and connect with friends, enjoying any afternoon.

With the quality of Smirnoff, Bitter Citric comes in three varieties, all very friendly: Grapefruit & Lime, Ruby Orange & Lime and Tangerine & Lemongrass. All bringing a lighter and more relaxed energy transcending the brand's historic nocturnal spirit. The campaign consists of Hero the 60” spot, print and digital developments.

"We're happy of working together with a brand like Smirnoff, an absolute global leader, in the development and positioning of a product like Smirnoff Bitter Citric, which is nothing less that the brand's global debut in a category as competitive as Aperitifs. This has been possible thanks to the great team that we've built with the client and all the players who were involved in the project,” explains Leo Orsolini, General Creative Director of Digitas Buenos Aires.

“Smirnoff is the world´s #1 Vodka, and in Argentina, indisputable category leader, driving its development and growth, turning it into the 4^th largest spirit category, after Bitters, Aperitifs and Whisky. Thru the launch of our new Aperitif line, Smirnoff Bitter Citric, the brand trespasses the boundaries of the vodka category, disembarking in the 2^nd largest spirit category in Argentina: Aperitifs. For such an occasion, we wanted a campaign that conveyed our international credentials, undisputed quality, and intriguing, mischievous and progressive positioning,” says Guadalupe Fernandez Burgoa, Head of White Spirits & Liquors PEBAC (Peru, Ecuador, Bolivia, Argentina, Chile).

HOLDING: Diageo

BRAND PRODUCT: Smirnoff Bitter Citric

AGENCY: Digitas Buenos Aires

MANAGING DIRECTOR: Juan Cáceres

GENERAL CREATIVE DIRECTOR: Leo Orsolini

OPERTIONS DIRECTOR: Mercedes Alonzo

CLIENT SERVICES DIRECTOR: Lucas Piacentini

COPYWRITERS: Whalys Clark y Sofía Barbieri

ART DIRECTORS: Tomas Riera, Nahuel Villagra y Miguel Vázquez

ACCOUNT SUPERVISOR: Luz Giordano

AGENCY PRODUCERS: Berty Gimenez y Brotons, Federico Puricelli, Pia Oliva

PRODUCER: Primo 

DIRECTORS: CLAN

EXECUTIVE PRODUCER: Ale di Michele / Sole Pérez Veiga

PRODUCTOR: Germán Lentini

PHOTOGRAPHY DIRECTOR: Mariano Monti

ART DIRECTOR: Valentina Luppino

EDITOR: Alejo Santos

SOUND: Pendex Music

SOUND MIX: Papapost

COLOR: Ale Lescano

POST PRODUCTION: Pickle House

COORDINATION OF POST PRODUCTION: Seba Lopez 

CLIENT RESPONSIBLES: Guadalupe Fernandez Burgoa, Florencia Cuyas, Juan Mignaquy.