Two-Minute Case Study: Smirnoff Serves Up Healthy Competition

From food and beverages to activewear and home care, brands are scrambling to capitalize on the wellness trend—but efforts across spirits brands have been weak. 

So, how does Smirnoff serve up stiff competition? Brett Finkelstein, specialist in luxury research at Gartner For Marketers, lays out the vodka brand’s tactics to cater to health-conscious drinkers.

The Two-Minute Case Study series presents bite-sized best practices across digital efforts.