EDM and Smirnoff make for a perfect fit. The values of the EDM movement are all about the magic that happens when thousands and thousands of people come together, regardless of who they are, and revel in the energy of the music they love; and Smirnoff is the vodka that is Exclusively for Everybody.
In reality, however, music festival experiences have not just started to become more homogenized, the good stuff is also often roped off from the public. VIP ticket packages, backstage access, experiences custom tailored for the fortunate few. At best, it’s you +1.
That trend flies not only in the face of EDM culture, it flies in the face of Smirnoff’s brand values. So we set out to change that.
We believe that the more people, the better the party. And, if you’re gonna live up to being the vodka that’s exclusively for everybody, then every one of your parties should be +EVERY1.