Smirnoff’s newest addition hits Australian shores

Smirnoff Infusions is a low-ABV (20%), low-calorie spirit-based drink designed to address the contemporary needs of Australians and their love of daytime socialising. 

People doing yoga on a deck

Example was briefed to launch Smirnoff Infusions to the Australian market and amplify the brand’s partnerships with Sydney venues Watsons Bay Hotel and Coogee Bay Hotel, capturing a target audience of Australians who enjoy a balanced lifestyle. 


To bring the sentiment of the brand to life, Example created a launch event at Sydney’s harbourside beach retreat, Watsons Bay Hotel. Key media and influencers, who were specifically targeted based on their desire to achieve and promote living a balanced lifestyle, were treated to a yoga class overlooking the harbour, followed by a fresh and healthy Smirnoff Infusions-inspired brunch. 

To sustain conversation around the new Smirnoff Infusions product and to launch the blissful Smirnoff Infusions bar takeover at Coogee Bay Hotel, Example created a Smirnoff Infusions Balanced Brunch promotion. Free for 100 lucky Sydneysiders, the brunch featured low ABV cocktails, an inspiration workshop hosted by TV presenter and self-esteem boosting guru Teigan Nash, and a delicious wholesome spread by the beach. 

Both activations resulted in nationwide coverage and social media talkability.

Plates of food surrounded by hands with forks
Katie Williams, Ella Dumbrell & Steph Allen at the launch of Smirnoff Infusions
Charis Pixie & Eclair Piya at the launch of Smirnoff Infusions, Watsons Bay Hotel
A stack of embroidered Smirnoff towels
People eating outside

Example acknowledges the traditional custodians of the land on which we work, and we recognise their continuing connection to land and culture.

Example House
69 Roslyn Street, Rushcutters Bay
Sydney, NSW 2011, Australia
+ 61 2 8322 4600

Example Studio
2 Scanlan Street, Fortitude Valley
Brisbane, QLD 4006, Australia
+61 7 2102 5904

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